Book 2010

Identifying Hidden Needs

Creating Breakthrough Products

ISBN: 978-1-349-30531-5 (Print) 978-0-230-29448-6 (Online)

Table of contents (10 chapters)

  1. Front Matter

    Pages i-xxiv

  2. Introduction and Traditional Methods of Market Research

    1. Front Matter

      Pages 1-1

    2. No Access

      Chapter

      Pages 3-26

      Introduction to Customers’ Hidden Needs

    3. No Access

      Chapter

      Pages 27-51

      Surveys and Interviews

    4. No Access

      Chapter

      Pages 52-72

      Focus Groups (And Variations)

  3. New Methods of Market Research

    1. Front Matter

      Pages 73-73

    2. No Access

      Chapter

      Pages 75-108

      Ethnographic Market Research

    3. No Access

      Chapter

      Pages 109-124

      Example: Warehouse Equipment Research

    4. No Access

      Chapter

      Pages 125-152

      Repertory Grid Technique

    5. No Access

      Chapter

      Pages 153-175

      Involving the User

    6. No Access

      Chapter

      Pages 176-195

      Conjoint Analysis

  4. Designing Breakthrough Products

    1. Front Matter

      Pages 197-197

    2. No Access

      Chapter

      Pages 199-221

      Combining the Techniques: Designing Breakthrough Products and Services

    3. No Access

      Chapter

      Pages 222-236

      Creating a Culture Focused on Hidden Needs

  5. Back Matter

    Pages 237-261