Summary of Identifying Hidden Needs

Creating Breakthrough Products

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Identifying Hidden Needs book summary
You can’t solve a problem until you know what it is. New research methods can help make you a marketing whiz.


7 Overall

8 Applicability

7 Innovation

6 Style


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 Developing new offerings based on the data produced by outdated research methods is like trying to cook a gourmet meal with inferior ingredients.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


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 ...
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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.

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    Market Research
    Find out where hidden markets lie, and deliver what the people really want.

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