Latent Need?
How did this term evolved from thermodynamics to marketing?
The migration of the term "latent" from physics to marketing didn't happen in a
single leap. It was a gradual "trickle-down" process that moved from
the hard sciences into sociology and economics before finally becoming a
cornerstone of modern marketing strategy.
I remember my university days when I came across the word latent. It was in the form of latent heat, as we were taking lectures (1975), at mechanical engineering department in University of Manchester. Electrical and Electronic Engineering building, looking west towards Brunswick Street was neighbouring; left side with mechanical engineering and right side with chemical engineering on Dover Street. I always considered that chemistry was never my cherished field of interest. Therefore I was meant to have a desire in physics and the building was located just across the road.
Now almost 50 years after graduation I still enjoy learning
from respectful experts. Continue to educate leaders to embrace communities by
appreciating their hidden ambitions and aspirations. This is where the word Latent starts to depict a path towards its
journey to sales and marketing. Notably, why it has become a critical question
continuously asked to new ventures, initiatives and start-ups?
First of all let’s dwell into the scientific explanation. I
may be able to interpret the concept in its simplest illustration as shown above.
The Physics Origin: "Latent Heat" (1760s)
The term first gained scientific prominence through the
Scottish chemist Joseph Black around 1762.
Black noticed that when you boil water or melt ice, the
temperature stays the same despite the constant application of heat. He
realized the heat wasn't "disappearing"; it was being used to change
the state of the matter. From outside it looked like energy is being wasted.
However it was performing an amazing transformation.
He called this "Latent Heat" because it was
"hidden" from the thermometer. It was there, doing work, but you
couldn't see it until the phase change was complete. Once the transformation is
complete instruments started to show the real change. Moving up or down depending
whether heating or cooling is taking place.
Ice/Water/Steam are used as examples as matter changes
states;
Flat Lines (Plateaus): The points at 0oC and
100oC where the temperature remains constant are where latent heat
is active. In these regions, the energy is not used to increase the
temperature, but rather to break the bonds between molecules (changing the
state of matter). The reverse is also true as the water cools it releases the
latent heat absorbed inside the molecules. In this case, the substance is
giving off energy to its surroundings.
Sloped Lines: These are the regions where the
substance exists in a single phase (only ice, only water, or only steam). Here,
the energy provided directly increases the kinetic energy of the molecules,
causing the temperature to rise. The temperature of the water will not drop
below 0oC until every single molecule has turned into ice. It
"pauses" its cooling to finish the phase change.
Energy Balance: The amount of energy released during
condensation is exactly the same as the energy absorbed during boiling. Physics
is perfectly symmetrical here!
Now that the concept is somewhat clearer why this terms has
appeared in marketing, a latent need refers to a problem or desire that a
consumer has but is either unable to articulate or is not yet consciously aware
of. Obviously the term didn’t just appear out of the blue sky it gained
traction through the years. Unlike manifested needs, which are clearly
understood and actively sought out (like being hungry and wanting a sandwich),
latent needs are "sleeping" beneath the surface.
The Marketing Arrival: "Latent Needs"
(1970s–1990s)
By the late 20th century, marketing evolved from "selling
what we make" to "making what people need."
The "Innovation" Era: Thinkers like Clayton
Christensen (Jobs to be Done) and the rise of "Design Thinking"
popularized the idea that the most profitable products are those that solve
problems people don't even know they have yet.
Thus latent was
used to describe unspoken human desires and social signals, moving the word
away from physical atoms and toward human psychology.
Not to forget even the known inspirations, likes and simple
essentials are evolving at a very rapid pace. Therefore predicting the future
resides in the minds of extreme geniuses. Marketing experts often categorize
these as "unmet needs" that the consumer didn’t realize can be solved
until a specific product or service is presented to them. And yet once the
product is within the grasp than the response is usually “I always what’d to
have this”
It is also true that without even thinking slightly the
solution fills the need, instantly becomes a commodity. Do you remember those
days when the car doors were unlocked by keys? Nowadays remote gadgets perform
the same task.
So what would be couple of suggestions to young generation
who are in search of newness? Since consumers can’t tell you what their latent
needs are, traditional "What do you want?" surveys often fail.
Instead, marketers use:
Ethnographic Research: Observing people in their
natural environment to see where they struggle, take shortcuts, or look
frustrated. Different geographies may represent unique and diverse longing.
The "Jobs to be Done" Framework: Focusing
not on what the customer buys, rather what they are trying to achieve. Even
though they cannot express or define the hidden crave.
Trend Analysis: Looking at shifts in technology or
society that might create new opportunities or possibilities.
Today, "latent need" is the marketing equivalent
of Joseph Black’s "latent heat." Just as Black’s heat was
"hidden" from the thermometer, a latent need is "hidden"
from traditional market surveys. It is the energy for a "phase
change" in the market—like the shift from physical Betamax Cassettes to on
line streaming content.
So should the start-ups plan to invest, time and energy to
be injected to state change? Easier said than done with very limited resources.
Since this will lead to nowhere concrete and tangible. Yet it is vital to
establish a platform ready to accept the challenge. It won’t be a simple game
changer because what is being targeted is psychological. Resistance should be
expected without ever giving up. İt is evident that failures are natural and
must be treated as learning experience.
As a summary accepting Latent is like looking down the well to
clean water, several meters deep. Once light is shown down it would be a matter
of time to design a windlass to pull out idea.
Final thought would be to devote rigorous momentum to
understanding the whereabouts of Latent Need. It will seem in vain initially
however persistence will illuminate the path.
