A framework for understanding, designing, monetizing, and continuously improving customer demand.
It helps organizations identify the needs and motivations driving customer behavior, understand the people behind demand, design products and value propositions that create value, develop pricing architectures that align with customer motivations, and measure whether customer experiences strengthen or weaken long-term behavioral commitment.
The framework is built around five connected modules:
- Need Architecture
- Persona Architecture
- Product & Value Proposition Architecture
- Pricing Architecture
- Experience Architecture
Demand Architecture was developed by Sergey Veselovsky, Partner at Research Etc. and Lecturer at the University of Prince Edward Island.