Uncovering your customer’s hidden needs

Keith Goffin; Fred Lemke

Uncovering your customer’s hidden needs

Keith Goffin, Fred Lemke

Marketing

Research output: Contribution to journal › Article

Abstract

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 language	English
Pages (from-to)	45-47
Number of pages	3
Journal	European Business Forum
Issue number	18
Publication status	Published - 2004

Keywords

market research
marketing

Access to Document

http://www.ebfonline.com/

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