Hidden Needs: Hidden customer needs
BOOK TIP In the book "Hidden Needs", authors Keith Goffin and Ursula Koners explain what hidden needs are, where the limits of conventional market research methods lie and what new methods are available and how you can apply them.Hidden Needs is a worthwhile read for anyone who wants to launch a ground-breaking product on the market and learn about the hidden needs of their customers. The book presents new market research methods that can be used to uncover hidden customer needs. Techniques such as ethnographic market research or conjoint analysis tease out more secret knowledge from (potential) customers than traditional market research with its surveys and focus groups. the authors describe the methods vividly and without technical jargon. They also breathe life into them in 50 case studies. Summaries at the end of the chapters and many tables and graphics ensure clarity. Experienced readers may occasionally wish for more specific instructions on how to apply the analysis methods. However, as this is an introductory work and a lot of in-depth literature is provided, this criticism is not too serious.getAbstract recommends this informative and practical book to all marketing managers, market researchers, product developers and marketing students.
getAbstract rating: 8Feasibility: 8Degree of innovation: 8Style: 8 Publisher: Schäffer-PoeschelYear of publication: 2011Pages: 265ISBN: 9783791025384
