Hidden needs analysis : designing breakthrough products

Goffin, Keith and Lemke, Fred and Koners, Ursula (2010) Hidden needs analysis : designing breakthrough products. Palgrave McMillan. ISBN 978-0230219762

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Abstract

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.

Author(s):Goffin, Keith, Lemke, Fred and Koners, Ursula
Item type:Book
ID code:34496
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 14:32
Last modified:08 Jan 2020 18:15
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URI:https://strathprints.strath.ac.uk/id/eprint/34496
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