Identifying Hidden Needs

1. Front Matter

   Pages i-xxiv

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2. Introduction and Traditional Methods of Market Research

   1. Front Matter

      Pages 1-1

      PDF

   2. Introduction to Customers’ Hidden Needs

      • Keith Goffin, Fred Lemke, Ursula Koners

      Pages 3-26

   3. Surveys and Interviews

      • Keith Goffin, Fred Lemke, Ursula Koners

      Pages 27-51

   4. Focus Groups (And Variations)

      • Keith Goffin, Fred Lemke, Ursula Koners

      Pages 52-72

3. New Methods of Market Research

   1. Front Matter

      Pages 73-73

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   2. Ethnographic Market Research

      • Keith Goffin, Fred Lemke, Ursula Koners

      Pages 75-108

   3. Example: Warehouse Equipment Research

      • Keith Goffin, Fred Lemke, Ursula Koners

      Pages 109-124

   4. Repertory Grid Technique

      • Keith Goffin, Fred Lemke, Ursula Koners

      Pages 125-152

   5. Involving the User

      • Keith Goffin, Fred Lemke, Ursula Koners

      Pages 153-175

   6. Conjoint Analysis

      • Keith Goffin, Fred Lemke, Ursula Koners

      Pages 176-195

4. Designing Breakthrough Products

   1. Front Matter

      Pages 197-197

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   2. Combining the Techniques: Designing Breakthrough Products and Services

      • Keith Goffin, Fred Lemke, Ursula Koners

      Pages 199-221

   3. Creating a Culture Focused on Hidden Needs

      • Keith Goffin, Fred Lemke, Ursula Koners

      Pages 222-236

5. Back Matter

   Pages 237-261

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Too many new products fail. New products which are hard to differentiate from existing products won'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 achieve this.

• calculus
• conjoint analysis
• innovation
• market research
• methods

'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

• Cranfield School of Management, UK

  Keith Goffin

• Marshall Goldsmith School of Management (MGSM), Alliant International University, USA

  Fred Lemke

• Cranfield School of Management, Bedford, UK

  Ursula Koners

• S. Siedle & Söhne OHG in Furtwangen, Germany

  Ursula Koners

Author Keith Goffin: Keith was previously Director of Graduate Programs at Stuttgart Institute of Management and Technology and has lectured in Italy, Paris, Australia and Malaysia. With substantial industrial experience gained at Hewlett-Packard, he regularly acts as a consultant on innovation management to well-known organisations including Kellogg's, ICL, HSBC and Rank-Xerox. Author Fred Lemke: Fred is founder of Hidden Needs Business Consulting and acts as a management consultant for international companies such as Sony, BASF, and Bosch. His business experience was in the financial services sector, in marketing and business analysis. He has conducted research projects on the automotive industry in Germany, the pharmaceutical sector in the UK, design in Italy and projects for the European Commission (Brussels).

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