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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