Picture of virus

Open Access research that helps to deliver "better medicines"...

Strathprints makes available scholarly Open Access content by the Strathclyde Institute of Pharmacy and Biomedical Sciences (SIPBS), a major research centre in Scotland and amongst the UK's top schools of pharmacy.

Research at SIPBS includes the "New medicines", "Better medicines" and "Better use of medicines" research groups. Together their research explores multidisciplinary approaches to improve understanding of fundamental bioscience and identify novel therapeutic targets with the aim of developing therapeutic interventions, investigation of the development and manufacture of drug substances and products, and harnessing Scotland's rich health informatics datasets to inform stratified medicine approaches and investigate the impact of public health interventions.

Explore Open Access research by SIPBS. Or explore all of Strathclyde's Open Access research...

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

Full text not available in this repository.

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.