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Identifying Hidden Needs

Overview of attention for book
Cover of 'Identifying Hidden Needs'

Table of Contents

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    Book Overview
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    Chapter 1 Introduction to Customers’ Hidden Needs
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    Chapter 2 Surveys and Interviews
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    Chapter 3 Focus Groups (And Variations)
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    Chapter 4 Ethnographic Market Research
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    Chapter 5 Example: Warehouse Equipment Research
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    Chapter 6 Repertory Grid Technique
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    Chapter 7 Involving the User
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    Chapter 8 Conjoint Analysis
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    Chapter 9 Combining the Techniques: Designing Breakthrough Products and Services
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    Chapter 10 Creating a Culture Focused on Hidden Needs
Attention for Chapter 4: Ethnographic Market Research
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