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Identifying Hidden Needs Creating Breakthrough Products

ISBN-10: 0230219764

ISBN-13: 9780230219762

Edition: 2010

Authors: Keith Goffin, Fred Lemke

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Book details

List price: $65.99
Copyright year: 2010
Publisher: Palgrave Macmillan
Publication date: 12/15/2010
Binding: Hardcover
Pages: 261
Size: 6.50" wide x 9.50" long x 0.75" tall
Weight: 1.298
Language: English

Keith was previously Director of Graduate Programs at Stuttgart Institute of Management and Technology and has lectured in Italy, Paris, Australia and Malaysia. With substantial industrial experience gained at Hewlett-Packard, he regularly acts as a consultant on innovation management to well-known organisations including Kellogg's, ICL, HSBC and Rank-Xerox.

Why Hidden Needs Approaches Are Required
Introduction
Traditional Market Research Methods
Surveys
Focus Groups
Innovative Market Research Methods
Ethnographic Market Research
Ethnographic Market Research ��� Example Project
Repertory Grid
Projection, Lead Users and Other Methods
Conjoint Analysis
Designing Breakthrough Products and Services
Designing Breakthrough Products and Services
Creating a Culture of Innovation
Appendices