Since its founding in 2016, DE3P has been a partner to companies and organizations that place people at the center of their value creation.
Using the 77 Human Needs System, we understand, design, and measure experiences with unique depth.
Needs drive our experiences and behavior. They remind us of everything we need to realize our full potential as human beings. When we understand our needs, we understand what we do, what we don’t do, and how we feel about it. Because: we are what we need.
The 77 Human Needs System is currently the most comprehensive collection of human needs. It consists of 5 categories: Physical, Sensual, Actional, Social, and Ideal.
In the 77 Human Needs system, needs are not merely listed but clearly described and illustrated. For each need, there is a collection of emotions that can be triggered by its fulfillment or non-fulfillment.
The 77 Human Needs can be easily integrated into practical work using methods from the fields of design thinking, experience management, and coaching.
Find more information about the 77 Human Needs here or discover matching products directly in the shop:
Our Services
Employee Experience
An excellent employee experience is created when employees can meet the needs that are important to them in their work.
Based on hundreds of interviews and surveys, we have identified a set of 22 needs that form the core of outstanding work experiences. The most important of these may come as a surprise: it is the need to perform.
Using the methods of the 77 Human Needs System, we support organizations in designing work environments and cultures that enable an optimal employee experience. This way, work becomes a win-win for everyone.
We support change projects with workshops, surveys, and statistical data analysis—from analyzing work culture through its transformation to measuring success.
Get in touch
Customer & Brand Experience
At every touchpoint, we can win or lose customers. Brand, marketing, sales, product, service—all contribute to the customer experience.
But unlike a company, which organizes its value chain across different departments, customers have only a single experience. With the 77 Human Needs System, we identify the needs that make the difference—for every touchpoint and across the entire customer journey.
Our services include customer research, developing the target experience, CX measurements, and CX management. We use methods such as in-depth interviews, online surveys, data analytics, and design thinking.
For brand positioning, the 77 Human Needs framework is our method of choice. Brands create emotional connections, and emotions arise solely by addressing needs.
Using the 77 Human Needs System, we define your brand’s emotional space, analyze competitor offerings, develop your brand guide, and design the core brand elements.
Market Research
The best insights require a combination of understanding and measurement. That’s why we at DE3P use both qualitative and quantitative research methods.
Qualitative methods: in-depth interviews, diary studies, observations, focus groups, ethnographic research, UX tests, customer feedback analysis. Quantitative: surveys from street interviews to online panels, experience KPI measurement, NPS measurement, social media research, data analytics
Special Offer – Book an Appointment with the Data Doctor
Does this sound familiar: You’ve conducted a survey, but nothing interesting seems to come out of it? Or you have data from multiple sources, but can’t seem to find a common thread for your storytelling?
The usual charts for means and frequencies rarely tell the whole story. We analyze the relationships deep within the data; using factor and cluster analyses, cause-and-effect models, and driver analyses, we uncover the nuggets and stories that were previously hidden. In practice, this often needs to happen very quickly—come to our First Aid Consultation!
Get in touch
Coaching
The 77 Human Needs are a wonderful tool for personal growth. When we understand our needs, we understand why we do what we do and feel the way we feel. From this, new opportunities for our further development open up very quickly.
The 77 Human Needs coaching methodology connects our emotional experiences with the situations we find ourselves in and the behaviors we choose. Together, we analyze which needs lie behind our experiences, thereby uncovering the mechanisms that influence us behind the scenes.
In Personal Growth Coaching, we support our clients as they take on new responsibilities, navigate periods of reorientation, and reflect on their journey so far. Our coaching services are designed for management, employees, and individuals. We offer both one-on-one coaching and group sessions.
One of our corporate clients summed up the impact of 77 Human Needs Coaching as follows: When we grow as individuals, the company grows too, and so does our impact on the world. Please feel free to contact us for more information.
Get in touch
Training & Education
CX and EX Training & Coaching Programs
CX and EX Training
Do you want to confidently apply the 77 Human Needs in your organization? Then sign up for the 77 Human Needs Professional training!
For the CX and EX areas, the course lasts 2 days. It includes an intensive introduction to the 77 Human Needs System as well as the application of design methods using examples from product development, marketing, sales, service, and HR.
Coaching Training
For coaches, we offer the advanced training “Personal Growth with the 77 Human Needs.”
The course comprises 15 hours, which can be completed either onsite in a 2-day block (Friday + Saturday) or digitally spread over 5 sessions of 3 hours each.
Content:
- Introduction to the 77 Human Needs as a tool for understanding experiences, feelings, and behavior
- Methods of 77 Human Needs coaching
- Deep dive into needs particularly relevant to coaching
- Self-assessment and peer coaching
- Integrating the 77 Human Needs method with other coaching approaches
The training also includes 2 supervision sessions and the opportunity to participate in the monthly 77 HN Coaching Club.
Keynotes
A keynote presentation on the 77 Human Needs is a deeply moving experience for all attendees.
Are you looking to set your event into the context of human experience and human needs? Then contact us to book a keynote presentation by Dr. Guido Beier, the developer of the 77 Human Needs System.
DE3P Experience & Innovation is a beta organization
We operate in a way that allows us to be as flexible as possible while delivering the highest level of expertise. That is why DE3P collaborates with a network of 77 trained Human Needs experts to deliver projects in the best possible way. Here are some of our network members:
Guido Beier
Founder & Managing Director
Hi, I’m Guido. For 30 years, I’ve been working as a business psychologist to understand and shape human experiences. In 2016, I founded DE3P to turn the concept of the 77 Human Needs into real-world impact. I really enjoy developing new ways to apply the 77 Human Needs. My kids, modern art, and midnight walks by the Rhine give me the energy to do so.
Steffen Leukel
Lead Brand & Graphic Designer
I provide strategy, design and communication for commercial and cultural clients. With focus on holistic solutions, yet passionate about detail, I translate content into visual language. As brand designer of DE3P I developed, among other things, a new CI and the layout of the 77 Human Needs Cards.
Yasmin Adilosman
Lead Human Experience Library, 77 Human Needs Expert
Hello, I'm Yasmin. I'm studying interior design and exploring how spaces influence human behavior, atmosphere, and needs. With the 77 Human Needs, I'm working on interpreting spatial effects more consciously and bringing them out in a targeted way through design.
Phungi Le
Lead Coaching & Personal Growth, 77 Human Needs Expert
Hi! I’m Phungi. After 10 years in HR, change management and transformation, I now work with people and organizations as a facilitator, coach and trusted partner for personal and professional development. I’m personally very curious about why people act the way they do. What do we need to actually feel alive, impactful and connected? The 77 Human Needs create language and awareness for exactly these deeper layers and that’s why they inspire me so much. I recharge through travelling, meaningful conversations, humour and people who courageously follow their own path.
Marcel Boer
Photographer & Digital Developer
Hello, I’m Marcel. As a photographer and visual creative, I focus on capturing atmosphere, emotion and moments. Working mostly with analog film, my work is inspired by natural light, travel and the beauty of imperfect details. Alongside photography, I enjoy creating visual concepts and digital experiences with a calm and timeless aesthetic like the websites for DE3P.
Heiko Stahl
77 Human Needs Expert
For me, the 77 Human Needs are one of the strongest foundations of modern leadership. Because, at the end of the day, it’s not just about goals, processes, or performance—it’s about people and their needs. Revenue is always the result of our actions, not the actual driver. My personal favorite need is “belonging.” That is exactly what companies need to create today: giving people the feeling that they belong, are seen, and have a home. The best companies are not just employers. They create connection, trust, and a culture in which people want to grow together. When a sense of belonging emerges, genuine motivation follows—not because you have to, but because you want to be part of something.
Tobias Hegner
77 Human Needs Expert
Humans have been telling stories since the dawn of time – they are our most powerful tool for sharing information, making sense of our experiences and collaborate in dynamic environments. Yet behind every story lie deep, often unseen needs. When these needs clash with daily reality, organizational tension is the result. As a consultant and facilitator, I design and guide change stories, learning formats, and internal communication campaigns. My compass is the 77HN framework. My goal: to create campaigns and formats that do more than just inform – they move people sustainably, in harmony with human needs.
Anastasia Langner
77 Human Needs Expert
Designing spaces that respond to people’s needs has been my dedication for over 15 years. In a rapidly changing world where trends and values constantly evolve, human needs are the foundation of my work as a designer for corporate spaces and brand experiences. The 77HN provide the perfect basis for defining the key needs of an interior design project. As a nature-loving mother of two, I know that each of us simply wants to be heard in our needs. Translating those needs into spatial experiences — that’s what I enjoy most.
Marcel Brosend
77 Human Needs Expert
For over 20 years, I’ve been exploring what work environments need to look like for people to enjoy working together and give their best. I find anything that boosts motivation and improves collaboration in everyday work life particularly fascinating. The 77 Human Needs are a helpful framework for me to become more aware of needs and to discuss them more easily. What I appreciate most is that they not only help us understand ourselves better but also understand the perspectives of others. My favorite need is trust. For me, it is the foundation for good relationships and successful collaboration. Time and again, I see how an open exchange about needs helps build understanding and foster trust.
Julia Laakmann
77 Human Needs Expert
Hi, I’m Julia. After spending several years in our family business—a transportation company—I spent a lot of time in Thailand, India, and Sri Lanka, where I discovered yoga. Now, as a yoga teacher and Gestalt therapist, I’m launching The Flow Studio to help people reconnect with their own flow. When do we feel alive? What do we need to feel that way? How can we use our bodies as resonating vessels? All of this fascinates me deeply – that’s why liveliness is my absolute favorite need, something I want to experience every day and every second. And I’d love to help others experience it too, using the 77 Human Needs.
Stay in Contact
Stay informed about the latest talks, workshops, and much more by subscribing to our newsletter.
