Summary of Identifying Hidden Needs

Looking for the book?
We have the summary! Get the key insights in just 10 minutes.

Identifying Hidden Needs book summary
Start getting smarter:
or see our plans

Rating

7 Overall

8 Applicability

7 Innovation

6 Style


Recommendation

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 Developing new offerings based on the data produced by outdated research methods is like trying to cook a gourmet meal with inferior ingredients.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.

In this summary, you will learn

  • Why traditional market research seldom leads to innovative products,
  • Why “hidden needs” analysis provides better marketing tools and
  • Why companies should use enhanced research methods in new product development.
 

About the Authors

Keith Goffin teaches innovation at the UK’s Cranfield School of Management. Fred Lemke teaches marketing at the US’s Alliant International University, where Ursula Koners is a visiting research fellow.

 

Summary

Innovative Flops
Why do so many products fall short of company expectations? Often it’s because manufacturers create new offerings based on traditional research methods that do not reveal what consumers really want. Because they don’t understand these “hidden needs,” companies fail to ...

More on this topic

Customers who read this summary also read

The Human Insights Missing from Big Data
The Human Insights Missing from Big Data
8
Evolution and High-Protein Diets
Evolution and High-Protein Diets
8
Confident Digital Content
Confident Digital Content
7
Pinpoint
Pinpoint
9
Problem Solved
Problem Solved
8
Lean UX
Lean UX
8

Related Channels

Comment on this summary