October 2001
Intermediate to advanced
336 pages
9h 45m
English
book
Creating Breakthrough Products: Innovation from Product Planning to Program Approval
by Jonathan M. Cagan, Craig M. Vogel
Content preview from Creating Breakthrough Products: Innovation from Product Planning to Program Approval
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Chapter 7. Understanding the User's Needs, Wants, and Desires
In order to create a breakthrough product, your company must know who your customer is and how to place that knowledge in the perspective of the market that your product competes in. This chapter provides techniques to help you balance qualitative methods for understanding needs, wants, and desires with more quantitative approaches for assessing issues of usability. Traditional methods of ergonomics research are complemented by a range of other techniques, which include new product ethnography, scenario development, and lifestyle reference. The results of this research provide insights that characterize potential customers in the target market and serve as a basis for testing the ...
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O’Reilly covers everything we've got, with content to help us build a world-class technology community, upgrade the capabilities and competencies of our teams, and improve overall team performance as well as their engagement.Julian F.
I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.Addison B.
I’ve been on the O’Reilly platform for more than eight years. I use a couple of learning platforms, but I'm on O'Reilly more than anybody else. When you're there, you start learning. I'm never disappointed.Amir M.
I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.