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Case
| HBS Case Collection
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1995
Understanding User Needs
by
Marco Iansiti and Ellen Stein
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Abstract
Presents an introduction to methods for understanding user needs in product development. Describes a number of techniques including the use of focus groups, interviews, questionnaires, the Kano method, Lead User analysis, the Product Value matrix, OFD, etc. Provides a "how to" for product developers, and includes theory as well as examples from practice.
Keywords: Customer Satisfaction;
Customer Value and Value Chain;
Product Development;
Mathematical Methods;