Buy new:
$62.08
FREE delivery May 19 - 20
Ships from: Amazon.com
Sold by: Amazon.com
$62.08
FREE Returns
FREE delivery May 19 - 20
Or fastest delivery May 15 - 17
Usually ships within 2 to 3 days
$$62.08 () Includes selected options. Includes initial monthly payment and selected options. Details
Price
Subtotal
$$62.08
Subtotal
Initial payment breakdown
Shipping cost, delivery date, and order total (including tax) shown at checkout.
Ships from
Amazon.com
Ships from
Amazon.com
Sold by
Amazon.com
Sold by
Amazon.com
Returns
Eligible for Return, Refund or Replacement within 30 days of receipt
Eligible for Return, Refund or Replacement within 30 days of receipt
This item can be returned in its original condition for a full refund or replacement within 30 days of receipt.
Read full return policy
Returns
Eligible for Return, Refund or Replacement within 30 days of receipt
This item can be returned in its original condition for a full refund or replacement within 30 days of receipt.
Read full return policy
Payment
Secure transaction
Your transaction is secure
We work hard to protect your security and privacy. Our payment security system encrypts your information during transmission. We don’t share your credit card details with third-party sellers, and we don’t sell your information to others. Learn more
Payment
Secure transaction
We work hard to protect your security and privacy. Our payment security system encrypts your information during transmission. We don’t share your credit card details with third-party sellers, and we don’t sell your information to others. Learn more
$32.92
May have limited writing in cover pages. Pages are unmarked. ~ ThriftBooks: Read More, Spend Less May have limited writing in cover pages. Pages are unmarked. ~ ThriftBooks: Read More, Spend Less See less
FREE delivery May 14 - 20. Details
Or fastest delivery May 8 - 13. Details
Only 1 left in stock - order soon.
$$62.08 () Includes selected options. Includes initial monthly payment and selected options. Details
Price
Subtotal
$$62.08
Subtotal
Initial payment breakdown
Shipping cost, delivery date, and order total (including tax) shown at checkout.
Access codes and supplements are not guaranteed with used items.
Ships from and sold by ThriftBooks-Phoenix.
Amazon book clubs early access
Loading your book clubs
There was a problem loading your book clubs. Please try again.
Not in a club? Learn more
Amazon book clubs early access

Join or create book clubs

Choose books together

Track your books
Bring your club to Amazon Book Clubs, start a new book club and invite your friends to join, or find a club that’s right for you for free.
Explore Amazon Book Clubs
Kindle app logo image

Download the free Kindle app and start reading Kindle books instantly on your smartphone, tablet, or computer - no Kindle device required.

Read instantly on your browser with Kindle for Web.

Using your mobile phone camera - scan the code below and download the Kindle app.

QR code to download the Kindle App

Follow the author

Keith Goffin
Follow
Something went wrong. Please try your request again later.

Identifying Hidden Needs: Creating Breakthrough Products 2010th Edition

by K. Goffin (Author), F. Lemke (Author), U. Koners (Author)
4.6 4.6 out of 5 stars 9 ratings
See all formats and editions
{"desktop_buybox_group_1":[{"displayPrice":"$62.08","priceAmount":62.08,"currencySymbol":"$","integerValue":"62","decimalSeparator":".","fractionalValue":"08","symbolPosition":"left","hasSpace":false,"showFractionalPartIfEmpty":true,"offerListingId":"fLWMtdJ8w2TcU1SjPnkNS1IXl%2FUnjAwz%2FT9%2FnygaBrsWUJ%2FuvDKZ5wE6dpIlO3h9VNCM0yKx0jNu3JJgLj6XpIWkE0wyo3bJBC1u52%2FiNamhrdgiDkk7M4tbD50wiZv%2BcWd8n9m%2FRz4%3D","locale":"en-US","buyingOptionType":"NEW","aapiBuyingOptionIndex":0}, {"displayPrice":"$32.92","priceAmount":32.92,"currencySymbol":"$","integerValue":"32","decimalSeparator":".","fractionalValue":"92","symbolPosition":"left","hasSpace":false,"showFractionalPartIfEmpty":true,"offerListingId":"fLWMtdJ8w2TcU1SjPnkNS1IXl%2FUnjAwzivmxnJnlL%2FUprSf6lqYTioWBGSkwUpPL%2BUTVT7ROl7eWfa1ELL6IPEl7dw9iEzjq5uW3PlT9QwsFVxCYMDg%2BYuFbDeqK3UOQ2kz4c%2BgrPvtWtHkfR1QaTxZCdKUj0bziDUZCDCjVvEL0iCcf%2Fhwx7Cpqx%2B6sRhdq","locale":"en-US","buyingOptionType":"USED","aapiBuyingOptionIndex":1}]}

Purchase options and add-ons

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.
Previous page
  1. ISBN-10
    0230219764
  2. ISBN-13
    978-0230219762
  3. Edition
    2010th
  4. Publisher
    Palgrave Macmillan
  5. Publication date
    October 6, 2010
  6. Language
    English
  7. Dimensions
    9.2 x 6.2 x 0.9 inches
  8. Print length
    285 pages
  9. See all details
Next page
Books with Buzz
Books with Buzz
Discover the latest buzz-worthy books, from mysteries and romance to humor and nonfiction. Explore more

Editorial Reviews

Review

'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

About the Author

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).

Product details

  • Publisher ‏ : ‎ Palgrave Macmillan; 2010th edition (October 6, 2010)
  • Language ‏ : ‎ English
  • Hardcover ‏ : ‎ 285 pages
  • ISBN-10 ‏ : ‎ 0230219764
  • ISBN-13 ‏ : ‎ 978-0230219762
  • Item Weight ‏ : ‎ 1.3 pounds
  • Dimensions ‏ : ‎ 9.2 x 6.2 x 0.9 inches
  • Customer Reviews:
    4.6 4.6 out of 5 stars 9 ratings

About the author

Follow authors to get new release updates, plus improved recommendations.
Keith Goffin

Keith Goffin

Brief content visible, double tap to read full content.
Full content visible, double tap to read brief content.

Discover more of the author’s books, see similar authors, read author blogs and more

Customer reviews

4.6 out of 5 stars
4.6 out of 5
9 global ratings

Top reviews from the United States

Stuart
5.0 out of 5 stars Excellent book that clearly articulates the methodologies to capture customer ...
Reviewed in the United States on October 5, 2015
Verified Purchase
Excellent book that clearly articulates the methodologies to capture customer needs, synthesis them into insights and allow the team to create more innovative solutions.
Helpful
 Report
Rolf Dobelli
4.0 out of 5 stars Innovative market research
Reviewed in the United States on July 29, 2011
Most experts fail to explore the foundation of innovation: research. Authors Keith Goffin, Fred Lemke and Ursula Koners believe most new products fail because they are not based on research that uncovers consumers' "hidden needs." Developing new offerings based on the data produced by outdated research methods is like trying to cook a gourmet meal with inferior ingredients. The authors try to put a human face on ethnographic research by supplying several case studies per chapter, but that does little to relieve the dry and technical nature of the subject matter. The text is not for the casual reader. For market researchers and product developers, however, getAbstract believes this treatise will offer new, worthy ideas and methods presented in a variety of formats with charts, graphs, grids and more.
Helpful
 Report
Sodav
5.0 out of 5 stars Great learning tool for deep Market Research and New Product Development
Reviewed in the United States on September 18, 2015
A really good book. I have used the methods outlined in this book to do deep market research and then followed up with the results to improve our current product offerings and create new products.

The book is easy to read and understand with case studies throughout each section outlining how the techniques were used in various businesses.

I highly recommend
Helpful
 Report
Rick MItchell
5.0 out of 5 stars Important and timely
Reviewed in the United States on February 7, 2012
This is a timely and important book. Companies increasingly find difficulty in opening up competitive distance between the products or services they offer and all the others in the market. It's a truism to say that they key is understanding your customers, but how do you do it? - or rather, how can you do it better than your competitors?
This valuable book gives some new and powerful answers. It starts by reviewing the usual methods such as surveys and focus groups, and then moves on to newer and often surprisingly little - known techniques such as Ethnographic research, Repertory grid and Conjoint analysis, Crowd Sourcing and Lead User methods. These new approaches offer new and deeper insights into customers' needs - especially those that they do not recognise clearly or cannot articulate. The authors give detailed and practical advice, based on personal experience, on how to apply and interpret these techniques in practice and how to combine them to give powerful new undestanding. And they give a wealth of illuminating case studies and examples.
Everyone who has a hand in specifying, designing or marketing new products or services should read this book.
Helpful
 Report

Top reviews from other countries

matt...
5.0 out of 5 stars A breakthrough book!
Reviewed in the United Kingdom on December 13, 2011
Verified Purchase
It is not often I feel compelled to write a book review, but this one has proven to be so beneficial to a number of product development projects that I couldn't resist!

The market research techniques in the book are particularly powerful and are explained simply and cohesively. Together they provide a powerful toolkit that can help identify those "blue oceans" of product / service space that all companies want their products to fill.

If there was one key to tool to help a company differentiate itself and provide a better value proposition to the customer this book is it.
Report
Ivan
5.0 out of 5 stars Five Stars
Reviewed in the United Kingdom on April 10, 2015
Verified Purchase
As new !
Report