Uncovering your customer's hidden needs

Goffin, Keith; Lemke, Fred

dc.contributor.author	Goffin, Keith	-
dc.contributor.author	Lemke, Fred	-
dc.date.accessioned	2011-06-24T23:04:03Z
dc.date.available	2011-06-24T23:04:03Z
dc.date.issued	2004-01-01T00:00:00Z	-
dc.identifier.citation	Keith Goffin and Fred Lemke, Uncovering your customer's hidden needs, European Business Forum, June 22, 2004, issue 18, (Summer) pp45-47	en_UK
dc.identifier.issn	1469-6460	-
dc.identifier.uri	http://dspace.lib.cranfield.ac.uk/handle/1826/4220
dc.description.abstract	Capturing the ‘voice of the customer’ is an essential stage of any new product development. However, the way companies ‘listen’ to their customers is changing as managers realise end users are often unable to articulate their needs and focus groups seldom lead to breakthrough product ideas. The SONY Walkman is a clear example of a new product that resulted from insights into customers’ hidden needs rather than from market research. It is not that market research is bad per se, rather that it is in need of a complete overhaul in many orga	en_UK
dc.language.iso	en_UK	en_UK
dc.title	Uncovering your customer's hidden needs	en_UK
dc.type	Article	en_UK