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Identifying Hidden Needs

Creating Breakthrough Products

  • Keith Goffin
  • Fred Lemke
  • Ursula Koners

Table of contents

  1. Front Matter
    Pages i-xxiv
  2. Introduction and Traditional Methods of Market Research

    1. Front Matter
      Pages 1-1
    2. Keith Goffin, Fred Lemke, Ursula Koners
      Pages 3-26
    3. Keith Goffin, Fred Lemke, Ursula Koners
      Pages 27-51
    4. Keith Goffin, Fred Lemke, Ursula Koners
      Pages 52-72
  3. New Methods of Market Research

    1. Front Matter
      Pages 73-73
    2. Keith Goffin, Fred Lemke, Ursula Koners
      Pages 75-108
    3. Keith Goffin, Fred Lemke, Ursula Koners
      Pages 109-124
    4. Keith Goffin, Fred Lemke, Ursula Koners
      Pages 125-152
    5. Keith Goffin, Fred Lemke, Ursula Koners
      Pages 153-175
    6. Keith Goffin, Fred Lemke, Ursula Koners
      Pages 176-195
  4. Designing Breakthrough Products

    1. Front Matter
      Pages 197-197
    2. Keith Goffin, Fred Lemke, Ursula Koners
      Pages 199-221
    3. Keith Goffin, Fred Lemke, Ursula Koners
      Pages 222-236
  5. Back Matter
    Pages 237-261

About this book

Introduction

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.

Keywords

calculus conjoint analysis innovation market research methods

Authors and affiliations

  • Keith Goffin
    • 1
  • Fred Lemke
    • 2
  • Ursula Koners
    • 3
    • 4
  1. 1.Cranfield School of ManagementUK
  2. 2.Marshall Goldsmith School of Management (MGSM)Alliant International UniversityUSA
  3. 3.Cranfield School of ManagementBedfordUK
  4. 4.S. Siedle & Söhne OHG in FurtwangenGermany

Bibliographic information

Industry Sectors
Pharma
Automotive
Chemical Manufacturing
Biotechnology
Finance, Business & Banking
Electronics
Telecommunications
Consumer Packaged Goods