The Forrester Needs Aperture

January 1st, 2018

With contributors:

Summary

An organization can grow and succeed only if its product, marketing and sales functions thoroughly understand customer needs. While most organizations recognize the importance of addressing customer needs, many lack a consistent process to identify the full spectrum of those needs. The Forrester Needs Aperture is a methodology for identifying, prioritizing and applying customer needs to achieve innovation and go-to-market success. In this report, we introduce the Forrester Needs Aperture, a five-phase process for identifying, prioritizing and applying customer needs in order to optimize the commercialization of an organization’s offerings.

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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.