Finding Customer Needs

Finding needs is the third phase of the Forrester Needs Aperture, a best-in-class methodology for identifying, prioritizing, and applying customer needs. Product managers and marketers need to select appropriate techniques and sources based on the types of needs they are trying to uncover. Proper planning and preparation can improve the likelihood of successfully identifying previously unknown customer needs. In this report, we review techniques, sources, common pitfalls, and key considerations related to identifying each type of customer need as defined by the Forrester Needs Landscape.