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@ -1490,30 +1490,25 @@
- [Topic 4: Product Planning](https://docs.google.com/document/d/17RTFywNdyxAnf7qcb4drrn_shtRjSRhO/edit) - [Topic 4: Product Planning](https://docs.google.com/document/d/17RTFywNdyxAnf7qcb4drrn_shtRjSRhO/edit)
- ## Topic 5: Identify Customer Needs (Preliminary of Concept Development) - ## Topic 5: Identify Customer Needs (Preliminary of Concept Development)
id:: 64859157-dc41-453d-95ea-39e2280ea735 id:: 64859157-dc41-453d-95ea-39e2280ea735
collapsed:: true
- **Market Research** for NPD (New Product Development) - **Market Research** for NPD (New Product Development)
collapsed:: true - **Definition** :-> the function that links the consumer, customer
- **Definition**: the function that links the consumer, customer
and public to the marketer through information and public to the marketer through information
– information used – information used
- **Goal**: - **Goal**: #flashcard
collapsed:: true
- to identify and define marketing opportunities and problems; - to identify and define marketing opportunities and problems;
- to generate, refine and evaluate marketing actions; - to generate, refine and evaluate marketing actions;
- to monitor marketing performance; - to monitor marketing performance;
- to improve understanding of the marketing process - to improve understanding of the marketing process
- When to use it? - When to use it?
![image.png](../assets/image_1686475631266_0.png) ![image.png](../assets/image_1686475631266_0.png)
- **Gather** raw **data** from customers - **Gather** raw **data** from customers #flashcard
logseq.order-list-type:: number logseq.order-list-type:: number
collapsed:: true
- **Interviews**: One or more development team members discuss with a single customer - **Interviews**: One or more development team members discuss with a single customer
- **Focus groups**: A moderator facilitates a two-hour discussion with a group of 8 or 12 customers - **Focus groups**: A moderator facilitates a two-hour discussion with a group of 8 or 12 customers
- **Observing** the product in use - **Observing** the product in use
- **Surveys**: direct mail or web-based questionnaires; - **Surveys**: direct mail or web-based questionnaires;
- **Interpret** the raw **data** in terms of customer needs - **Interpret** the raw **data** in terms of customer needs #flashcard
logseq.order-list-type:: number logseq.order-list-type:: number
collapsed:: true
- The data gathered in Step 1 then has to be used to - The data gathered in Step 1 then has to be used to
express the customers’ needs in terms of what the express the customers’ needs in terms of what the
product has to do, not in terms of how it might do product has to do, not in terms of how it might do
@ -1521,9 +1516,7 @@
- Express the needs as attributes of the product - Express the needs as attributes of the product
- Organize **the needs** into a hierarchy of needs - Organize **the needs** into a hierarchy of needs
logseq.order-list-type:: number logseq.order-list-type:: number
collapsed:: true - **Structure** the needs into #flashcard
- **Structure** the needs into
collapsed:: true
- **Must-haves** – *“I wont buy without”* - **Must-haves** – *“I wont buy without”*
- **Delighters** – *“What an unexpected treat”* - **Delighters** – *“What an unexpected treat”*
- **Linear Satisfiers** – *“The more the merrier”* - **Linear Satisfiers** – *“The more the merrier”*
@ -1531,15 +1524,12 @@
- This is the *Kano* classification - This is the *Kano* classification
- Consumer needs can be very **elusive** - Consumer needs can be very **elusive**
- **Intuitions** are often wrong - **Intuitions** are often wrong
- Establish the **relative importance** of the needs - Establish the **relative importance** of the needs #flashcard
logseq.order-list-type:: number logseq.order-list-type:: number
collapsed:: true
- Measuring **preference** is central to market research - Measuring **preference** is central to market research
- **Reflect** on the results and the process - **Reflect** on the results and the process
logseq.order-list-type:: number logseq.order-list-type:: number
collapsed:: true
- Questions to ask: - Questions to ask:
collapsed:: true
- Have we interacted with all **important customers** in - Have we interacted with all **important customers** in
our target market? our target market?
- Can we see the **latent needs** of customers beyond - Can we see the **latent needs** of customers beyond