Identifying Hidden Needs
Creating Breakthrough Products
(Sprache: Englisch)
Many new products fail because they are based on ideas generated in focus groups and surveys methods that only scratch the surface of the customer's imagination. This book describes an approach to market research that uses new, probing methods to identify...
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Klappentext zu „Identifying Hidden Needs “
Many new products fail because they are based on ideas generated in focus groups and surveys methods that only scratch the surface of the customer's imagination. This book describes an approach to market research that uses new, probing methods to identify customers' hidden needs requirements that customers have not even recognized themselves. New products and services which satisfy customer's hidden needs can be clearly differentiated from existing products and lead to real competitive advantage. Written by experts in the field, this book takes a practical approach to explaining how to generate real customer insights and contains a wealth of international case studies demonstrating how breakthrough product development can be achieved.
Inhaltsverzeichnis zu „Identifying Hidden Needs “
PART I: WHY HIDDEN NEEDS APPROACHES ARE REQUIRED Introduction PART II: TRADITIONAL MARKET RESEARCH METHODS Surveys Focus Groups PART III: INNOVATIVE MARKET RESEARCH METHODS Ethnographic Market Research Ethnographic Market Research - Example Project Repertory Grid Projection, Lead Users and Other Methods Conjoint Analysis PART IV: DESIGNING BREAKTHROUGH PRODUCTS AND SERVICES Designing Breakthrough Products and Services Creating a Culture of Innovation Appendices
Autoren-Porträt von Fred Lemke, Keith Goffin, Ursula Koners
Author Keith Goffin: Keith was previously Director of Graduate Programs at Stuttgart Institute of Management and Technology and has lectured in Italy, Paris, Australia and Malaysia. With substantial industrial experience gained at Hewlett-Packard, he regularly acts as a consultant on innovation management to well-known organisations including Kellogg's, ICL, HSBC and Rank-Xerox.Author Fred Lemke: Fred is founder of Hidden Needs Business Consulting and acts as a management consultant for international companies such as Sony, BASF, and Bosch. His business experience was in the financial services sector, in marketing and business analysis. He has conducted research projects on the automotive industry in Germany, the pharmaceutical sector in the UK, design in Italy and projects for the European Commission (Brussels).
Bibliographische Angaben
- Autoren: Fred Lemke , Keith Goffin , Ursula Koners
- 2010, 261 Seiten, Maße: 23,5 cm, Gebunden, Englisch
- Verlag: Palgrave Macmillan
- ISBN-10: 0230219764
- ISBN-13: 9780230219762
Sprache:
Englisch
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