Identifying Customer NeedsIdentifying Customer Needs

Tapan Dave (090180119044)

Bhavin panchal (090180119045)

Parimal Solanki (090180119046)

The goals of the methodology The goals of the methodology

Ensure that the product is focused on customer needsEnsure that the product is focused on customer needs Identify latent or hidden needsIdentify latent or hidden needs Provide a fact base for justifying the product Provide a fact base for justifying the product

specificationsspecifications Creat an archival record of the needs activity of the Creat an archival record of the needs activity of the

development processdevelopment process Ensure that no critical costomer need is missed or Ensure that no critical costomer need is missed or

forgottenforgotten Develop a common understanding of customer needs Develop a common understanding of customer needs

among the development team membersamong the development team members

Methodology(phases)Methodology(phases)

Gather raw data from customersGather raw data from customers Interpret the raw data in terms of Interpret the raw data in terms of

customer needscustomer needs Organize the needs into a hierarchyOrganize the needs into a hierarchy Establish the relative importance of the Establish the relative importance of the

needsneeds Reflect on the results and the processReflect on the results and the process

Gather raw data from customerGather raw data from customer

Three common methodsThree common methods– InterviewsInterviews– Focus groupsFocus groups– Observing the product in useObserving the product in use

Choosing customersChoosing customers– 10 interviews < ? < 50 interviews10 interviews < ? < 50 interviews– lead userslead users

» articulate their emerging needsarticulate their emerging needs» already invent solution to meet their needs already invent solution to meet their needs

Gather raw data (cont’d)Gather raw data (cont’d)

The art of eliciting customer needs The art of eliciting customer needs datadata– Go with the flowGo with the flow– Use visual stimuli and propsUse visual stimuli and props– Have the customer demonstrate Have the customer demonstrate

the product and/or typical tasksthe product and/or typical tasks– Be alert for surprises and the Be alert for surprises and the

expression of latent needsexpression of latent needs– Watch for the nonverbal Watch for the nonverbal

informationinformation

Gather raw data (cont’d)Gather raw data (cont’d)

Documenting interactions with customersDocumenting interactions with customers– Audiotape recordingAudiotape recording– NotesNotes– Videotape recordingVideotape recording– Still photographyStill photography

The final task The final task – Developing and maintaining a good repport Developing and maintaining a good repport

with a set of userswith a set of users

Interpret raw dataInterpret raw data

Express the need in terms of what the Express the need in terms of what the product has to do, not in terms of howproduct has to do, not in terms of how

Express th need as specificallyExpress th need as specifically Use positive, not negative, phrasingUse positive, not negative, phrasing Express the need as an attribute of the Express the need as an attribute of the

productproduct Avoid the words Avoid the words “must”“must” and and “should”“should”

Organize the needsOrganize the needs

Write each need statement on a separate Write each need statement on a separate card or self-stick notecard or self-stick note

Eliminate redundant statementsEliminate redundant statements Group the cards according to the similarity Group the cards according to the similarity

of the needs they expressof the needs they express For each group, choose a labelFor each group, choose a label Review and edit the organized needs Review and edit the organized needs

statementstatement

Establish the relative importanceEstablish the relative importance

Two basic approachesTwo basic approaches– The consensus of the team members The consensus of the team members

based on their experience with customersbased on their experience with customers

– basing the important assessment on basing the important assessment on further customer surveysfurther customer surveys

Reflect on the results & processReflect on the results & process

The team must continually challenge its The team must continually challenge its resultsresults– ““Have we interacted with all of types of Have we interacted with all of types of

customers in our target market?”customers in our target market?”– ““Are we able to see beyond needs related Are we able to see beyond needs related

only to existing products in order to capture only to existing products in order to capture the latent needs of our target customersthe latent needs of our target customers

Thank you.Thank you.