Uncovering your customer’s hidden needs

Goffin, Keith and Lemke, Fred (2004) Uncovering your customer’s hidden needs. European Business Forum (18). pp. 45-47.

Abstract

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.

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• Item metadata

  Item type:	Article
  ID code:	34516
  Dates:	Date Event 2004 Published
  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:	11 Nov 2024 09:53
  Related URLs:	Publisher
  URI:	https://strathprints.strath.ac.uk/id/eprint/34516