Identifying Hidden Needs

Many new products fail because they are based on ideas generated in focus groups and sureys - methods that only scratch the surface of the customer's imaginations. This book describes an approach to market research that uses new, probing methods to identify customers's hidden needs--- requirements that customers hace not even recognized themeselves. New products and services which satisfy customers' hidden needs can he clearly differentiated from existing products and lead to real competitive advandtages. written by experts in the field, this book takes a pratical approach to explaining how to generates real customer insisghts and contains a wealths o fineterantional case studies demostrating how breathrough product development can be achieved.

"Welding Alloys Group is an international manufactureing company operating in 27 countries and our workforces in now applying hidden needs analysis in our markets. I am positive that the tools and techniques covered in this book will help our company to be a truly innovative organization that is well ahead of our competitors."---Dr Serdar Atamet, MBA, Managing Director Welding Alloys

"Identification and Understanding of custonmer's unarticulated , unmet needs are key elements for delivery of superior growoth and susbtainable competitive advantages. This book explores a range of techniques, providing a valuable toolkit to develop a more customer-focused approach and address the challenges of an increasingingly competitive market." ---Dr. Neil Stainton, New Technologies Manager, Reckitt Benckiser