Identifying Hidden Needs: Creating Breakthrough Products by K. GoffinIdentifying Hidden Needs: Creating Breakthrough Products by K. Goffin

Identifying Hidden Needs: Creating Breakthrough Products

byK. Goffin, F. Lemke

Paperback | October 6, 2010

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Too many new products fail. New products which are hard to differentiate from existing products won't capture the customer's imagination. The failure is due to a poor understanding of customers' needs. Companies need to take a radical approach to identifying customers' real needs, and this book demonstrates innovative ways to achieve this.
Author Keith Goffin: Keith was previously Director of Graduate Programs at Stuttgart Institute of Management and Technology and has lectured in Italy, Paris, Australia and Malaysia. With substantial industrial experience gained at Hewlett-Packard, he regularly acts as a consultant on innovation management to well-known organisations in...
Title:Identifying Hidden Needs: Creating Breakthrough ProductsFormat:PaperbackDimensions:261 pages, 9.25 × 6.1 × 0.88 inPublished:October 6, 2010Publisher:Palgrave MacmillanLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0230219764

ISBN - 13:9780230219762


Table of Contents

PART I: WHY HIDDEN NEEDS APPROACHES ARE REQUIRED Introduction PART II: TRADITIONAL MARKET RESEARCH METHODS Surveys Focus Groups PART III: INNOVATIVE MARKET RESEARCH METHODS Ethnographic Market Research Ethnographic Market Research - Example Project Repertory Grid Projection, Lead Users and Other Methods Conjoint Analysis PART IV: DESIGNING BREAKTHROUGH PRODUCTS AND SERVICES Designing Breakthrough Products and Services Creating a Culture of Innovation Appendices

Editorial Reviews

'Welding Alloys Group is an international manufacturing company operating in 27 countries and our workforce is 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 truly innovative organization that is well ahead of our competitors.' - Dr Serdar Atamert, MBA, Managing Director Welding Alloys'Identification and understanding of customers' unarticulated, unmet needs are key elements for delivery of superior growth and sustainable competitive advantage. This book explores a range of techniques, providing a valuable toolkit to develop a more customer-focused approach and address the challenges of an increasingly competitive market.' - Dr Neil Stainton, New Technologies Manager, Reckitt Benckiser