Identifying Hidden Needs: Creating Breakthrough Products

Hardcover | October 6, 2010

byK. Goffin, F. Lemke

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Too many new products fail. Mainly because new products are hard to differentiate from exisiting products and they don'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 acheive this.
 

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Too many new products fail. Mainly because new products are hard to differentiate from exisiting products and they don'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 innovativ...

KEITH GOFFIN BSc, MSc, PhD is Professor of Innovation and New Product Development, Cranfield School of Management. Keith studied physics and anthropology at Durham University, graduating in 1977 with a first class honours degree in physics. Subsequently, he obtained an MSc in Medical Physics from Aberdeen University. For fourteen year...

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Format:HardcoverDimensions:256 pages, 9.25 × 6.1 × 0.04 inPublished:October 6, 2010Publisher:Palgrave Macmillan UKLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0230219764

ISBN - 13:9780230219762

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Extra Content

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