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Chapter 5 - Identifying Customer Needs
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What are the steps of the process for identifying customer needs?
Gather raw data
Interpret data
Create hierarchy of needs
Establish relative importance of the needs
Reflect
What are three methods for gathering raw data from customers?
Interview
Focus groups
Observing the product in use
How many customers does a focus group contain?
8 to 12
Needs can be identified more efficiently by interviewing ___.
Lead users
What are lead users?
customers who experience needs months or years ahead of the majority
A ___ is useful for planning exploration of both market and customer variety
customer selection matrix
What are the five guidelines for writing need statements?
Express the need in terms of what the product has to do, not in terms of how it might do it
Express the need as specifically as the raw data
Use positive, not negative, phrasing
Express the need as an attribute of the product
Avoid the words "must" and "should"
Primary needs are more ___, secondary needs are more ___.
general, detailed
What is the outcome of establishing the relative importance of needs?
A numerical importance weighting for a subset of the needs
What are the basic approaches for establishing the relative importance of the needs?
Relying on the consensus of the team members based on their experience with customers
Basing the importance assessment on further customer surveys
What is the trade-off between the two approaches of establishing the relative importance of customer needs?
cost and speed versus accuracy
Author
km.kristine
ID
253008
Card Set
Chapter 5 - Identifying Customer Needs
Description
Identifying Customer Needs
Updated
12/13/2013, 7:48:23 PM
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