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Too many new products fail. New products which are hard to differentiate from existing 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.

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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

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´Welding Alloys Group is an international manufacturing company operating in 27 countries and our workforce is now applying hidden needs analysis in our markets. I am positive that the tools and techniques covered in this book will help our company to be truly innovative organization that is well ahead of our competitors.´ - Dr Serdar Atamert, MBA, Managing Director Welding Alloys

´Identification and understanding of customers´ unarticulated, unmet needs are key elements for delivery of superior growth and sustainable competitive advantage. This book explores a range of techniques, providing a valuable toolkit to develop a more customer-focused approach and address the challenges of an increasingly competitive market.´ - Dr Neil Stainton, New Technologies Manager, Reckitt Benckiser

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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).

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