Seven Methods For Understanding Customer And Buyer Needs

Product and marketing leaders often complain that their staffs do not have a strong understanding of customer and buyer needs. This understanding is gained at varying levels of specificity, all of which have associated time frames and costs. Observational research and customer advisory boards tend to provide the greatest insight into market needs.

B2B product managers and portfolio marketers can take multiple approaches to deepen their understanding of the customers and buyers they serve; doing so enables these leaders to create more effective offerings, messages and tactics. In this report, we describe recommended activities for understanding customer and buyer needs.