Identifying Hidden Needs

Identifying Hidden Needs

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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.Iftheprice is right, customers can be verywilling to accept compromises. ... However, the way conjoint analysis isoften applied is fundamentally flawed, in that the factors used have not been appropriately elicited from customers (in laterchapters we will discuss how ... Contrast this tothemarketaddressed byHenry Forda#39;s products! ... However, most organizations continuetojust use surveysand focus groups.

Title:Identifying Hidden Needs
Author:Dr Ursula Koners, Keith Goffin, Fred Lemke
Publisher:Palgrave Macmillan - 2010-10-06


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