Identifying Hidden Needs

Produktbeschreibung

Many new products fail because they are based on ideas generated in focus groups and surveys methods that only scratch the surface of the customer´s imagination. This book describes an approach to market research that uses new, probing methods to identify customers´ hidden needs requirements that customers have not even recognized themselves. New products and services which satisfy customer´s hidden needs can be clearly differentiated from existing products and lead to real competitive advantage. Written by experts in the field, this book takes a practical approach to explaining how to generate real customer insights and contains a wealth of international case studies demonstrating how breakthrough product development can be achieved.

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