B2B Limbic Map

‘How do I know what my customer wants?’ To answer this question, let's take a deep look into the consumer's brain. In the following lines, I will introduce you to the B2B Limbic® Map model and explain the added value that you can benefit from in your day-to-day business.

According to the FAZ Institute, Limbic® is the world's best and most scientifically sound motive and personality system for marketing practice, which was coined by the psychologist and pioneer of neuromarketing Hans-Georg Häusel. The model is based on the assumption that human behaviour is primarily shaped by emotional systems located in the limbic system (as far as the derivation of the name goes). Häusel's explanations are characterised by two cornerstones: The supremacy of the unconscious and the supremacy of emotions.

The Limbic® Map is based on three fundamental emotion systems in the brain. Each of us possesses all three emotional systems, but they vary in intensity from person to person.

Balance: The system strives for calm and safety.

Motto: ‘Avoid all danger!’

Stimulation: Fulfilment of the system brings fun and pleasure, non-fulfilment boredom.

Motto: ‘Search for new, unknown stimuli!’

Dominance: The motivation here is to outdo competitors in the battle for resources or sexual partners. Sounds negative, but is the driving force behind innovation and change.

Motto: ‘Assert yourself!’

It should be noted that evolution has led to the development of further modules. However, this would go too far at this point.

In the B2B Limbic® Map, the other subsystems just mentioned, which were created in the course of evolution, are neglected and axis designations are adapted according to the terminology of the B2B world. The contents therefore vary slightly from those of the classic Limbic® Map, but still hit the core of the consumer's emotional field. The following graphic shows the professionalised expressions that have been adapted to the B2B world.

The Limbic® Map shows people's emotional space at a glance and is therefore an aid to better understanding your own target group and being able to respond to their needs. If there is a particularly strong concentration of the consumer's balance module, the brand should primarily radiate values such as security and reliability. However, if your own target group is primarily located in the dominance field, the performance of your own products, for example, should be the focus of communication. Strong brands are characterised by the fact that they occupy a clear emotional space in the minds of consumers.

If you know the concerns and dreams of consumers, it is possible to emotionally charge your own brand and achieve resonance with the target group with your own measures. The considerations here should flow across the entire company structure - whether marketing, sales or service. The Limbic® Map therefore provides added value for brand development and consistent brand management.

That emotions play no role in the B2B world is a popular but simply false prejudice. After all, it is primarily unconscious motives and emotions that influence human behaviour - even in B2B!

Finally, I would like to point out that the article greatly reduces and simplifies the explanations and research results on the topic of Limbic®.

Personally, I find the topic super exciting and beneficial for working with target groups, as well as a tool for brand development and brand management. If you would like to take a closer look at the topic, I would recommend the following books by Hans-Georg Häusel:

Neuromarketing - Insights from brain research for brand management, advertising and sales

Brain View - Why customers buy

Buy me! - How we are seduced to buy