Identifying Hidden Needs

Part 1. Introduction and Traditional Methods of Market Research

1. Introduction to Customers’ Hidden Needs
Keith Goffin, Fred Lemke, Ursula Koners

2. Surveys and Interviews
Keith Goffin, Fred Lemke, Ursula Koners

3. Focus Groups (And Variations)
Keith Goffin, Fred Lemke, Ursula Koners

Part 2. New Methods of Market Research

4. Ethnographic Market Research
Keith Goffin, Fred Lemke, Ursula Koners

5. Example: Warehouse Equipment Research
Keith Goffin, Fred Lemke, Ursula Koners

6. Repertory Grid Technique
Keith Goffin, Fred Lemke, Ursula Koners

7. Involving the User
Keith Goffin, Fred Lemke, Ursula Koners

8. Conjoint Analysis
Keith Goffin, Fred Lemke, Ursula Koners

Part 3. Designing Breakthrough Products

9. Combining the Techniques: Designing Breakthrough Products and Services
Keith Goffin, Fred Lemke, Ursula Koners

10. Creating a Culture Focused on Hidden Needs
Keith Goffin, Fred Lemke, Ursula Koners

Keywords: Business and Management, Business Strategy/Leadership, Business Mathematics, Marketing, Industries, Operation Research/Decision Theory, Innovation/Technology Management