Uncovering your customer’s hidden needs

Keith Goffin, Fred Lemke

Research output: Contribution to journalArticle


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.
Original languageEnglish
Pages (from-to)45-47
Number of pages3
JournalEuropean Business Forum
Issue number18
Publication statusPublished - 2004


  • market research
  • marketing


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