Case | HBS Case Collection | January 1995

Understanding User Needs

by Marco Iansiti and Ellen Stein


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;


Iansiti, Marco, and Ellen Stein. "Understanding User Needs." Harvard Business School Case 695-051, January 1995.