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عرض تقديمي أخضر وأبيض شركة مبيعات تسويق

This document summarizes the process of identifying customer needs for product development. It discusses gathering raw data from customers through interviews, focus groups, and observation. The data is then interpreted to define customer needs, which are organized in a hierarchy of primary, secondary, and tertiary needs. The relative importance of each need is also established. Latent needs that customers may not directly express are also important to identify. Proper documentation of interactions with customers is discussed.

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14 views8 pages

عرض تقديمي أخضر وأبيض شركة مبيعات تسويق

This document summarizes the process of identifying customer needs for product development. It discusses gathering raw data from customers through interviews, focus groups, and observation. The data is then interpreted to define customer needs, which are organized in a hierarchy of primary, secondary, and tertiary needs. The relative importance of each need is also established. Latent needs that customers may not directly express are also important to identify. Proper documentation of interactions with customers is discussed.

Uploaded by

fares123321
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPTX, PDF, TXT or read online on Scribd
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Chapter 5:

Identifying Customer
Needs
ISE391
Industrial Engineering Design
Concept Development Phase

Mission Identify Generate Select


Establishing Plan
Statement Test Product Set Final
Customer target Product Product Specifications
Downstream
Concept(s) Development
Needs specifications Concepts Concept(s)
Identifying customer needs

• Ensure that the product is focused on customer needs.


• Ensure that no critical customer need is missed or forgotten

Latent needs
• Latent Needs: These are needs that typically are not directly expressed by the customer
without probing.

• Latent needs are better characterized as customer needs, not of the product but of
the system within which the product operates.
Identifying Customer Needs
1. Gather raw data from customers
2. Interpret the raw data in terms of customer needs
3. Organize the needs into a hierarchy of primary, secondary, and (if necessary)
tertiary needs
4. Establish the relative importance of needs
5. Reflect on the results and the process

Step 1: Gather Raw Data from Customers

1. Interviews
2. Focus groups
3. Observing the product in use
Which customer to select?

The choice of which customers to interview is complicated when


several different groups of people can be considered “ the customer.

The Art of eliciting Customer Needs Data


• Some helpful questions:

– When and why do you use this type of product?


– Walk us through a typical session using the product
– What do you like about the existing products?
Documenting interactions with Customers
Four methods:
1. Audio recording:
Making an audio recording of the interview is very easy.

2. Notes:
Most common method for documenting an interview

3. Video recording:
Almost always used to document a focus group session.

4. Still photography:
ease of display of the photos, excellent imagine quality, and readily available
equipment.
Identifying Customer Needs
1 2

Interpret the raw


Gather raw data
data in terms of
from customers
5 customer needs

Reflect on the
results and the 4
3
process
Organize the Establish the
needs into a relative
hierarchy of importance of
primary, needs
secondary
THANK YOU

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