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Identifying Hidden Needs
Book

Identifying Hidden Needs

Creating Breakthrough Products

Keith Goffin, Fred Lemke and Ursula Koners
Palgrave Macmillan, 2010

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Editorial Rating

7

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 Developing new offerings based on the data produced by outdated research methods is like trying to cook a gourmet meal with inferior ingredients.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

Take-Aways

  • Surveys, questionnaires and interviews form the backbone of traditional market research.
  • Traditional market research fails to uncover consumers’ “hidden needs.”
  • Products based on conventional research are often unsuccessful.

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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