Hidden needs analysis: designing breakthrough products

Keith Goffin, Fred Lemke, Ursula Koners

Research output: Book/ReportBook


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.
Original languageEnglish
PublisherPalgrave Macmillan Ltd.
Number of pages288
ISBN (Print)978-0230219762
Publication statusPublished - 6 Oct 2010


  • hidden needs
  • innovation
  • consumer insight
  • new product development
  • market research


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