Identifying Hidden Needs [electronic resource] : Creating Breakthrough Products /
Goffin, K.author.
Lemke, F.author.
Koners, U.author.
Too many new products fail. New products which are hard to differentiate from existing products won't capture the customer's imagination. The failure is due to a poor understanding of customers' needs. Companies need to take a radical approach to identifying customers' real needs, and this book demonstrates innovative ways to achieve this.
Description based upon print version of record.
Cover; Half Title; Title; Copyright; Contents; List of Case Studies; Acknowledgements; Preface; About the Authors; Copyright Material; PART 1 INTRODUCTION AND TRADITIONAL METHODS OF MARKET RESEARCH; 1 INTRODUCTION TO CUSTOMERS' HIDDEN NEEDS; 2 SURVEYS AND INTERVIEWS; 3 FOCUS GROUPS (AND VARIATIONS); PART 2 NEW METHODS OF MARKET RESEARCH; 4 ETHNOGRAPHIC MARKET RESEARCH; 5 EXAMPLE: WAREHOUSE EQUIPMENT RESEARCH; 6 REPERTORY GRID TECHNIQUE; 7 INVOLVING THE USER; 8 CONJOINT ANALYSIS; PART 3 DESIGNING BREAKTHROUGH PRODUCTS; 9 COMBINING THE TECHNIQUES: DESIGNING BREAKTHROUGH PRODUCTS AND SERVICES
10 CREATING A CULTURE FOCUSED ON HIDDEN NEEDSAppendix 1; Appendix 2; Appendix 3; Appendix 4; References and Notes; Index
Includes bibliographical references and index.
Too many new products fail. New products which are hard to differentiate from existing products won't capture the customer's imagination. The failure is due to a poor understanding of customers' needs. Companies need to take a radical approach to identifying customers' real needs, and this book demonstrates innovative ways to achieve this.
Leadership.
Business mathematics.
Marketing.
Industries.
Operations research.
Decision making.
Management.
Industrial management.
Business Strategy/Leadership.
Business Mathematics.
Marketing.
Industries.
Operations Research/Decision Theory.
Innovation/Technology Management.