The Forrester Needs Landscape

January 1st, 2018

With contributors:

Summary

B2B organizations often focus too much on obvious customer needs, limiting their view of other possible needs. Understanding the requirements for addressing each type of customer need helps organizations focus their efforts and stand out among competitors. In this report, we introduce the Forrester Needs Landscape, a framework that puts current and potential customer needs into four categories to help organizations focus their research and innovation efforts on what makes the most sense to pursue.

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