Identifying Hidden Needs - Goffin, Keith; Lemke, Fred; Koners, Ursula

Keith Goffin Fred Lemke Ursula Koners 

Identifying Hidden Needs

Creating Breakthrough Products

Gebundenes Buch
 
versandkostenfrei
innerhalb Deutschlands
34 ebmiles sammeln
EUR 33,95
Sofort lieferbar
Alle Preise inkl. MwSt.
Bewerten Empfehlen Merken Auf Lieblingsliste


Identifying Hidden Needs

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.

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.


Produktinformation

  • Verlag: Palgrave Macmillan
  • 2010
  • Ausstattung/Bilder: 2010. 256 p.
  • Seitenzahl: 261
  • Englisch
  • Abmessung: 246mm x 167mm x 25mm
  • Gewicht: 585g
  • ISBN-13: 9780230219762
  • ISBN-10: 0230219764
  • Best.Nr.: 29923696
Most experts fail to explore the foundation of innovation: research. Authors Keith Goffin, Fred Lemke and Ursula Koners believe most new products fail because they are not based on research that uncovers consumers’ “hidden needs.” Developing new offerings based on the data produced by outdated research methods is like trying to cook a gourmet meal with inferior ingredients. The authors try to put a human face on ethnographic research by supplying several case studies per chapter, but that does little to relieve the dry and technical nature of the subject matter. The text is not for the casual reader. For market researchers and product developers, however, getAbstract believes this treatise will offer new, worthy ideas and methods presented in a variety of formats with charts, graphs, grids and more.
Powered by
Die Buchzusammenfassungen von getAbstract sind der schnellste Weg, um Ihr Wissen zu erweitern. Jeden Monat werden 50 Neuerscheinungen aus den Bereichen Wirtschaft, Management, IT und Politik zusammengefasst. Wählen Sie aus über 5.000 Titeln aus. In allen Formaten, PDF, iPhone, Blackberry oder Palm.

'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
Keith Goffin, Fred Lemke and Ursula Koners

Inhaltsangabe

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