Tarvetekijöiden

Tarvetekijöiden is a concept used in Finnish consumer research and social sciences to describe the factors that generate or shape human needs and the motivation to act. The term combines tarve (need) and tekijä (factor or agent), and in scholarly writing it is typically used in the genitive form tarvetekijöiden to refer to the set of such factors.

The concept covers a range of drivers that influence demand and behavior. Functional needs refer to practical requirements or problems that a product or service can solve. Emotional needs relate to feelings, self-expression, or personal satisfaction. Social needs encompass influence from peers, culture, and status. Contextual and situational factors—such as time pressure, availability, affordability, and environmental conditions—can modify or even override other needs.

In practice, tarvetekijöiden are identified and analyzed to inform product development, service design, marketing strategy, and public policy. A typical approach is to map the factors affecting a target group, assess their relative importance, and prioritize design or communication decisions accordingly. Methods used include qualitative interviews, focus groups, and quantitative surveys, as well as behavioral data analysis.

The concept aligns with broader theories of motivation but emphasizes a multivariate, context-sensitive view rather than a fixed hierarchy of needs. Critics note that tarvetekijöiden can be culturally contingent and dynamic, requiring regular reevaluation as markets, technologies, and norms evolve.