There is clear continuum that consumer research must address in order to be effective.
Consumers buy products because they need them, e.g., an inexpensive Chevy simply to go back and forth. Because they want them, e.g., a Ford Mini-Van for the space it gives the family. Because they wish for them, e.g., a Porsche which they consider a symbol of automobile perfection. Because they desire them, e.g., a Mercedes-Benz that makes a strong statement about success. Because of emotion, a PT Cruiser that harkens to the youthfulness associated with just cruising around.
What marketers must first address in order for their research to have meaning is how they perform in the area of needs. By not performing in an acceptable manner on the basics of their business, it’s a waste of money to make promises in the other areas.
Ask yourself if your products or services satisfy the needs of quality, variety, service and the prices you change versus the value that you give ? If you don’t know or aren’t sure, don’t blast ahead making statements in areas of wants, wishes, desires and emotions. While you might initially attract business, you would quickly lose that business because you aren’t performing well at the basics.
Unless you like losing money, there is no point spending on getting customers if you can't keep them? And clearly, if you aren't keeping the customers you're getting beyond one purchase, you're probably not focusing enough on satisfying the basics of the business that you're in.
Conduct research that uncovers the essential needs customers expect when doing business with you and then measure how you perform. If you can measure yourself against competition, all the better. Once you’re at acceptable levels, we can talk wants, wishes, desires and emotions that attract incremental business and keep it.