Abstract
| Original language | English |
|---|---|
| Pages (from-to) | 45-47 |
| Number of pages | 3 |
| Journal | European Business Forum |
| Issue number | 18 |
| Publication status | Published - 2004 |
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Keywords
- market research
- marketing
Cite this
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Uncovering your customer’s hidden needs. / Goffin, Keith; Lemke, Fred.
In: European Business Forum, No. 18, 2004, p. 45-47.Research output: Contribution to journal › Article
TY - JOUR
T1 - Uncovering your customer’s hidden needs
AU - Goffin, Keith
AU - Lemke, Fred
PY - 2004
Y1 - 2004
N2 - Capturing the ‘voice of the customer’ is an essential stage of any new product development. However, the way companies ‘listen’ to their customers is changing as managers realise end users are often unable to articulate their needs and focus groups seldom lead to breakthrough product ideas. The SONY Walkman is a clear example of a new product that resulted from insights into customers’ hidden needs rather than from market research.
AB - Capturing the ‘voice of the customer’ is an essential stage of any new product development. However, the way companies ‘listen’ to their customers is changing as managers realise end users are often unable to articulate their needs and focus groups seldom lead to breakthrough product ideas. The SONY Walkman is a clear example of a new product that resulted from insights into customers’ hidden needs rather than from market research.
KW - market research
KW - marketing
UR - http://www.ebfonline.com/
M3 - Article
SP - 45
EP - 47
JO - European Business Forum
JF - European Business Forum
SN - 1469-6460
IS - 18
ER -