Identifying hidden needs: creating breakthrough products
Many organizations struggle to come up with novel product concepts as focus groups and surveys often fail to gain sufficient insight into the customer’s hidden needs. These writers suggest an alternative approach.
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Creating Breakthrough Ideas: The Collaboration of Anthropologists and Designers in the Product Development Industry
As ethnographic research becomes increasingly central to the creation of new products, services and marketing strategies for both home and global markets; anthropologists and other social scientists are in demand by R&D firms.
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