We are, what we need.
Our needs shape what we do, what we experience, and how we feel.
When we understand them, we can live richer lives and create unforgettable experiences for others.
The 77 Human Needs are the most comprehensive needs framework of our time.
This framework combines 100 years of psychological research with over 25 years of hands-on work, including 3,000+ in-depth interviews. The result: a system of human needs, grouped into five categories:
We must fulfill biological functions in order to survive as human beings.
The 77 Human Needs System distinguishes 9 physiological needs, such as eating, drinking, sexuality, and sleeping.
When physiological needs are lacking, they become very dominant – try stopping your breathing and you will experience this firsthand.
Each of our senses seeks satisfaction.
We are attracted to pleasant sensations and flee from disgusting stimuli. Many industries focus on our sensory needs, e.g., restaurants on taste and roller coasters on our sense of balance.
Although most systems count 5 or 6 senses, the 77 Human Needs System includes 9 senses.
As human beings, we change our environment in order to survive and evolve.
Meaningful or intuitive behavior gives us an overwhelming evolutionary advantage.
The 77 Human Needs System describes 21 action needs, including curiosity, control, relaxation, and play.
Creating excellent usability makes a major contribution to fulfilling these action needs.
Humans have better chances of survival when organized in groups.
That is why each of us wants to be part of a community. Because our social life is very complex, the 77 Human Needs System includes 18 social needs.
Some of them are bidirectional, such as giving and receiving protection, while others are as fundamental as communication, friendship, and love.
As conscious beings, we can reflect on what we do, who we want to be, and which values we follow.
Ideal needs represent the social values we have consciously or unconsciously chosen as our own. They guide us in our daily decisions and in the big plans for our lives.
Freedom, responsibility, achievement, hedonism, and self-congruence are examples from the list of 20 ideal needs in the 77 Human Needs System.
Each need is clearly described and linked to emotions. Our Needs Cards make them practical – used by organizations on all five continents to design experiences.
Designing Brand, Customer, and Employee Experience.
Economy does not exist for its own sake; it connects people. People who create something and people who use what has been created. The used becomes something new again. What we all have in common here is the desire for fulfilling experiences. With the 77 Human Needs, we help design:
Business activity funds the social and cultural projects we bring to life with the 77 Human Needs. Our business platform is DE3P Experience and Innovation – you will find all formats and offerings at www.de3p.com.
Measuring needs and their impact on experience and behavior.
Because we are convinced that science is an important foundation for the healthy development of our world, we promote the integration of the 77 Human Needs into research and education.
You want to write a thesis or dissertation on human needs? Get in touch – we provide materials and methodological guidance.
You want to integrate the 77 Human Needs into your course? We offer affordable teaching materials, case studies, and research results in German and English.
You want to include human needs in your research project? Let's collaborate – we’d love to get in touch with you.
Understanding your needs and finding the best ways to fulfill them.
In all projects involving the 77 Human Needs, we have consistently received the same feedback: working with the needs has taught me a lot about myself. This inspired us to turn our proven business tool into a method for personal growth – for everyone.
Needs steer our behavior and emotions – usually in the background, almost unconsciously. The 77 Human Needs Growth Method helps you uncover which needs matter most in your life, why some are well met and others not. From there, your growth journey begins: discover how to nurture what strengthens you and grow where you feel stuck.
The beginning of your growth path lies in recognizing your most important needs. For this, we have developed a method that efficiently helps you determine your 16 most important needs from the 77 available.
Take the free test: 77 Human Needs Personality Test
If this resonates with you, let’s take the next step together. Send us a quick email if you’d like personal support along the way.
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The 77 Human Needs Personality Test
Find out what matters most to you and where you stand in fulfilling your needs.
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