Goffin, Keith and Lemke, Fred and Koners, Ursula (2010) Hidden needs analysis : designing breakthrough products. Palgrave Macmillan. ISBN 978-0230219762Full text not available in this repository.
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.
|Keywords:||hidden needs, innovation, consumer insight, new product development, market research, Marketing. Distribution of products|
|Subjects:||Social Sciences > Commerce > Marketing. Distribution of products|
|Department:||Strathclyde Business School > Marketing|
|Depositing user:||Pure Administrator|
|Date Deposited:||28 Oct 2011 15:32|
|Last modified:||12 Mar 2012 11:36|
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