Goffin, Keith and Lemke, Fred (2004) Uncovering your customer’s hidden needs. European Business Forum (18). pp. 45-47.Full text not available in this repository. (Request a copy from the Strathclyde author)
Capturing the ‘voice of the customer’ is an essential stage of any new product development. However, the way companies ‘listen’ to their customers is changing as managers realise end users are often unable to articulate their needs and focus groups seldom lead to breakthrough product ideas. The SONY Walkman is a clear example of a new product that resulted from insights into customers’ hidden needs rather than from market research.
|Keywords:||market research, marketing , Marketing. Distribution of products|
|Subjects:||Social Sciences > Commerce > Marketing. Distribution of products|
|Department:||Strathclyde Business School > Marketing|
|Depositing user:||Pure Administrator|
|Date Deposited:||10 Nov 2011 15:12|
|Last modified:||07 Dec 2016 01:05|