Download or read book Identifying Hidden Needs written by K. Goffin and published by Springer. This book was released on 2010-10-06 with total page 512 pages. Available in PDF, EPUB and Kindle. Book excerpt: Too many new products fail. New products which are hard to differentiate from existing products won't capture the customer's imagination. The failure is due to a poor understanding of customers' needs. Companies need to take a radical approach to identifying customers' real needs, and this book demonstrates innovative ways to achieve this.