It’s The Problem, Not The Solution: The Case For Customer Needs Discovery

To remain competitive, product management teams must enable their organizations to address customers’ ever-evolving needs by understanding those neds and identifying the most important ones at any point in time. A formal approach to customer needs helps organizations identify the high-value needs that drive the creation of innovative products and build an aligned understanding of market opportunities. This report outlines the importance of a focused and multifaceted approach to identifying and prioritizing customer needs, along with the elements organizations should include in an effective customer needs process.