Identifying Customers' Hidden Needs - Proven Approaches to create Breakthrough Opportunities
20 January 2010
Reading, UK
A One Day intensive, hands-on Masterclass from one of the leading experts on Best Practices Techniques for Idenitfying Customers' Hidden Needs.
“Without the study of hidden needs many organization wouldn’t have made the decision to enter a new segments. It is amazing how accurately the market research has predicted the developments in the market over the last two years”
Masterclass Instructor: Prof. Keith Goffin
The clear identification of customer needs is a fundamentally important part of successful innovation and most organizations aim to develop a deep customer understanding. However, the methods that they use for their market research – such as surveys, focus groups, and visits to customers – are just not effective. Such traditional approaches cannot uncover hidden needs – the needs that customers have not even recognized themselves. This Masterclass introduces delegates to the best methods for identifying hidden needs and to the ways to translate these into breakthrough products. By attending delegates will learn:
- New and proven tools and techniques for understanding how your customers think and the issues they face with your and your competitors’products.
- How to analyze qualitative(and quantitative)market data and to spot the market research ‘needle in a haystack’ - the opportunity for a breakthrough product.
- The ways in which you can change the culture of your organization to focus on customers’ hidden needs and breakthrough products.
Who Should Attend
This Masterclass is designed for R&D Managers; Product Managers; Marketing Managers; and Innovation Managers. It will give them a detailed understanding of how to gain deeper market insights; the tools required; and how to apply them in their own organization.
