Best Practice Report

Deep Dive: Finding Hidden Treasure Needs

January 1st, 2018


As B2B product managers and portfolio marketers try to better understand customers and their needs, they must recognize that their research many not immediately reveal some of these needs. “Hidden treasure” needs — one of four types in the Forrester Needs Landscape — exist and affect customers, yet customers cannot articulate them or are unaware of them (see The Forrester Needs Landscape). The Finding Customer Needs report introduced general approaches and considerations for finding different types of needs. This report describes recommended techniques for finding hidden treasure needs.

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