18%
Odsetek Europejczyków posiadających prywatny produkt emerytalny (według EIOPA)
BCG2025Europe
An approach that defines the task a customer wants to accomplish using a product, rather than describing the customer themselves.
Why it matters
Shifts focus from product features to the outcome someone is trying to achieve.
What's missing without it
Without it, features are built that no one needed, because they fit the customer profile, not their actual problem.
When it is used
During product development, positioning, and communication.
How we use it
No one wants a drill — people want holes in the wall, or more precisely, a picture hung up.
Fun fact
The most famous analysis using this method was about milkshakes in a chain of cafes. It turned out they were bought in the morning as a way to pass time during a boring commute to work — the competition wasn't another drink, but a banana and a granola bar.
Numbers worth knowing
Psychology in data
3
Prognoza stosunku pracujących do emerytów w Europie do 2045
BCG2045Europe
31%
Odsetek konsumentów korzystających z AI na pewnym etapie ścieżki zakupowej, około 3-krotnie więcej niż 18 miesięcy temu.
Boston Consulting Group (BCG)2026global
Figures from the same field — collected in our market data base.