Code: 04039927

Identifying Hidden Needs

Name: Identifying Hidden Needs
Brand: PALGRAVE MACMILLAN
SKU: 04039927
Price: 65.59 EUR
Availability: InStock
Author: Keith Goffin
ISBN: 9780230219762

by Keith Goffin

Language: English
Binding: Hardback
Number of pages: 261
Publisher: PALGRAVE MACMILLAN, 2010
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Book synopsis

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.