Hidden needs analysis : designing breakthrough products

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

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.

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• Item metadata

  Item type:	Book
  ID code:	34496
  Dates:	Date Event 6 October 2010 Published
  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:	18 Jan 2023 11:51
  Related URLs:	Publisher
  URI:	https://strathprints.strath.ac.uk/id/eprint/34496