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· 제목 : Identifying Hidden Needs : Creating Breakthrough Products (Hardcover)
· 분류 : 외국도서 > 경제경영 > 전략기획
· ISBN : 9780230219762
· 쪽수 : 261쪽
· 출판일 : 2010-10-06
· 분류 : 외국도서 > 경제경영 > 전략기획
· ISBN : 9780230219762
· 쪽수 : 261쪽
· 출판일 : 2010-10-06
목차
PART I: WHY HIDDEN NEEDS APPROACHES ARE REQUIRED Introduction PART II: TRADITIONAL MARKET RESEARCH METHODS Surveys Focus Groups PART III: INNOVATIVE MARKET RESEARCH METHODS Ethnographic Market Research Ethnographic Market Research - Example Project Repertory Grid Projection, Lead Users and Other Methods Conjoint Analysis PART IV: DESIGNING BREAKTHROUGH PRODUCTS AND SERVICES Designing Breakthrough Products and Services Creating a Culture of Innovation Appendices
