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