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Let's better understand the difference
between what people need and

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what they want.

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A need, as I explained earlier,

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is a necessity arising from a problem, a
real problem.

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A want is what people think or say they
need.

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In most cases, there's a very big
difference between what

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people say they need and what they
actually need.

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This difference can be described in terms
of attitude and behavior.

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Attitude is how people think they behave,

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while behavior is how people actually
behave.

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Attitude signals what people want, while
behavior signals what they need.

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This difference has been studied by social
psychologists since the beginning of

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the 20th century.

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Results were so unbelievable that
researchers have been repeating these

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studies over and over only to get the same
exact outcome.

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Here are two examples.

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In a study conducted in 1937 by Stephen
Corey,

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students were asked about their attitude
toward cheating.

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In other words, Quory wanted to know what
students said about their behavior.

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A few weeks later, the same students were
given the opportunity to cheat.

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Following a certain exam, they were asked
to grade their own performance.

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There was close to zero correlation
between their attitude toward cheating and

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actual cheating.

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What they said about their behavior was
very different than their actual behavior.

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Now you might think that research from
1937 is not valued now a days.

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You might think that human behavior
changes over time.

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The funny thing about human behavior is
that it doesn't change much.

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In a study reported by the BBC News a UK
wide research was lead

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by Ron Cutler in 2012.

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The researchers asked people coming out of
public bathrooms located in gas

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stations whether or not they washed their
hands after finishing their business.

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99% of the interviewees said they indeed
washed their hands.

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However, electronic recording devices only
32% of men and

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64% of women actually did wash their
hands.

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While there many possible explanations to
this difference,

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the fact of the matter is that it was
proven again that there is a very big

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inconsistency between what people say they
do and what they actually do.

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This important difference between what
people want and

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what they need is key to understand when
you work on developing a new product.