What is it?

Need recognition is the moment when a user becomes aware of a gap between their current state and a desired state. It marks the beginning of the decision-making process.

Examples in Action

• Identifying a problem to solve
  
• Triggered by friction, dissatisfaction, or aspiration
  
• Prompted by external stimuli or internal reflection
  

Typical Outcomes / Results

• Entry into the customer journey
  
• Increased information-seeking behaviour
  
• Formation of intent