Too many new products fail. New products which are hard to differentiate fromexisting products won't capture the customer's imagination. The failure is due to a poor understanding of customers' needs. Companies need to take a radical approach to identifying customers' real needs, and this book demonstrates innovative ways to achieve this. INDICE: 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 - Creatinga Culture of Innovation - Appendices
- ISBN: 978-0-230-21976-2
- Editorial: Palgrave Macmillan
- Encuadernacion: Cartoné
- Páginas: 256
- Fecha Publicación: 03/09/2010
- Nº Volúmenes: 1
- Idioma: Inglés