Best Practice Report

Deep Dive: Finding Emerging Needs

January 1st, 2018


As B2B product managers and portfolio marketers look to better understand customers and their needs, they must recognize that there are needs that customers do not have today that they may have in the future. Addressing these emerging needs provides organizations with an opportunity to be first or early to market and to establish a strong leadership position, which will contribute to future success and growth. In this report, we recommend techniques for identifying emerging needs.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.