Abstract
We opened this book by commenting on the large number of new products and services that fail and we have stressed throughout that understanding customers’ hidden needs is essential to the successful development of breakthrough products. To identify hidden needs, innovative techniques for market research need to be combined with more traditional ones. Using a combination of techniques generates deeper insights and also allows the results to be triangulated (crosschecked). But recognizing hidden needs is only the first challenge; creative product and service concepts need to be developed that address the hidden needs. In this chapter we explain how to combine different market research techniques to gain deeper market insights and then we discuss how these insights can be used to design breakthrough products. The approach we will present is not theoretical; it is based on our experiences working with a number of leading organizations including Agilent Technologies and Bosch Packaging Technology in the manufacturing sector, and VirginMoney in the financial services sector.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Preview
Unable to display preview. Download preview PDF.
Recommended Reading
Cooper, R. G. and Edgett, S. J., Generating Breakthrough New Product Ideas: Feeding the Innovation Funnel. Product Development Institute, 2007. [Useful overview of internal and external sources of ideas for new product development. Unfortunately gives very little detail on the techniques themselves.]
Evans, S., Burns, A. and Barrett, R., Empathic Design Tutor. Bedford: Cranfield University, 2002. [Short booklet with very useful ideas on different “empathic design tools.”]
Deszca, G., Munro, H. and Noori, H., “Developing Breakthrough Products: Challenges and Options for Market Assessment,” Journal of Operations Management, Vol. 17, No. 6, 1999, pp. 613–630. [Good paper on the challenges of finding the right ways to gain the insights necessary for developing breakthrough products.]
Verganti, R, Design-Driven Innovation—Changing the Rules of Competition by Radically Innovating What Things Mean. Boston, MA: Harvard Business Press, 2009. [Excellent discussion of the value that design can bring in creating products that evoke positive emotions.]
Author information
Authors and Affiliations
Copyright information
© 2010 Keith Goffin, Fred Lemke & Ursula Koners
About this chapter
Cite this chapter
Goffin, K., Lemke, F., Koners, U. (2010). Combining the Techniques: Designing Breakthrough Products and Services. In: Identifying Hidden Needs. Palgrave Macmillan, London. https://doi.org/10.1057/9780230294486_9
Download citation
DOI: https://doi.org/10.1057/9780230294486_9
Publisher Name: Palgrave Macmillan, London
Print ISBN: 978-1-349-30531-5
Online ISBN: 978-0-230-29448-6
eBook Packages: Palgrave Business & Management CollectionBusiness and Management (R0)