Identifying Hidden Needs Creating Breakthrough Products

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KEITH GOFFIN BSc, MSc, PhD is Professor of Innovation and New Product Development, Cranfield School of Management. Keith studied physics and anthropology at Durham University, graduating in 1977 with a first class honours degree in physics. Subsequently, he obtained an MSc in Medical Physics from Aberdeen University. For fourteen years he worked for the Medical Products Group of Hewlett-Packard (HP), starting as a support engineer working on new product development. In subsequent management roles he gained extensive experience in market research, international marketing and, for example, took HP's defibrillator products from a 5 per cent market share to market leadership position within a year. Parallel to his management responsibilities, Keith studied part-time for a PhD at Cranfield. The results of his doctoral research on customer support have been applied at Ford, NCR, and HP. In 1991 he became Product Marketing Manager at HP and focused on developing the intensive care market in Asia/Pacific, before joining Cranfield in 1994.
At Cranfield, Keith lectures on both the MBA and Executive Programmes and has developed several new courses on innovation management. He regularly lectures at other schools, including Bocconi University, EM-Lyon, Mannheim Business School, the University of Hamburg-Harburg, and Stockholm School of Economics. From 2002-2004 he worked as Academic Dean at Stuttgart Institute of Management and Technology.
His current research interests are innovation leadership, project-to-project learning, and hidden needs analysis. He has published two books, eleven reports and over eighty articles in a number of journals and magazines, including the Journal of Product Innovation Management and Research Technology Management. In addition to his work at universities, he regularly acts as an innovation management consultant to companies including Agilent Technologies, Bosch, Kellogg's, HSBC Bank, BOC Gases, Rank-Xerox, Sony, and Heidelberger Druckmaschinen. Currently, he is conducting two confidential hidden needs projects with major companies.


FRED LEMKE BCom (Hons), MBA, PhD is Assistant Professor of Marketing, Alliant International University, USA and founder of Hidden Needs Business Consulting. He acts as a management consultant for international companies such as Sony, BASF, and Bosch. His business experience was in the financial services sector, in marketing and business analysis. Fred received an MBA from Oxford Brookes University, UK and later, conducted doctoral research at Cranfield School of Management, UK in marketing on a part-time basis. He has conducted research projects on the automotive industry in Germany, the pharmaceutical sector in the UK, design in Italy and projects for the European Commission (Brussels). The results of his research have been applied at a number of leading companies.
From 2003-2004, he was Assistant Professor of Marketing and Innovation at the Stuttgart Institute of Management and Technology (SIMT, Stuttgart). From 2005-July 2009, he was faculty member at the Cranfield School of Management and Henley Business School, UK on a part-time basis and taught MBA classes in various countries, including Norway, Denmark, Sweden, Switzerland, UK, and Greenland. Fred joined MGSM as a faculty member in Marketing in 2009 and leads workshops for managers in Marketing and Innovation. Fred has published in practitioner magazines as well as in high impact academic journals (including Journal of Operations Management) and won the IJPDLM Emerald Literati Award for Excellence Price for one of his papers. As an expert in marketing and innovation, Fred speaks frequently on international conferences on topics such as discovering hidden needs, customer experience, customer insight, market research, design, and innovation management.


URSULA KONERS, BA (Hons), Diplom-Betriebswirt (FH),PhD is Visiting Research Fellow at the Cranfield School of Management, UK, and Senior Manager at S. Siedle& Söhne OHG in Furtwangen, Germany. Ursula Koners first studied for a joint degree in European Business Administration in Reutlingen and London, graduating in 1996. She began her professional career in the project management department at the central Research& Technology Unit of Daimler-Chrysler, where she coordinated major EU funded R&D projects in the field of Telematics. At the time, she also managed several projects with the Institute for Technology Management (ITEM) at the University of St.Gallen, Switzerland. From 1999 to 2006, she gained extensive international experience at Ravensburger Spieleverlag GmbH, including assignments as Financial Controller in England, special projects manager in France, and establishing the Spanish subsidiary.
She graduated from Cranfield with a PhD in management in 2006 and the results of her research have won prizes and been widely published in top journals such as the Journal of Product Innovation Management and the International Journal of Operations& Production Management.
Ursula is continuing her career in both business and academia. Together with Professor Keith Goffin she regularly teaches Innovation Management on MBA courses in Germany and Italy. She is also a member of the advisory board for the Executive MBA at the Hochschule Furtwangen, Germany, and regularly supervises theses of BA and Executive MBA students. In 2007 she moved to S. Siedle& Söhne OHG in Furtwangen, Germany, a manufacturer of building communication systems, and is a member of the senior management team.

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