Ten Methods for Identifying Customer Needs
In This Chapter
Finding sources of customer data
Visualizing the customers’ experience
An innovative product doesn’t come from a law passed by the government. It also doesn’t come from venture capitalists looking for a higher return on an investment. Innovation comes from identifying customers’ needs and providing solutions that meet those needs.
Companies like Uber, Airbnb, and Intuit understand this. Uber’s success, for example, has come not from building new, better taxis, but from seeing — and then solving — people’s transportation problems.
Want to know where to put your innovation efforts? Uncover your customers’ unmet needs using the methods I discuss in this chapter.
Starting with Existing Data
You most likely have existing data at your fingertips. Review past surveys, ...