Customer Needs and Opportunity Research

  • When it comes to product and service development, we’re with Henry Ford. “If I’d asked people what they wanted they’d have said faster horses” declared the father of the motor car. But what Ford was really saying is not “customers can’t guide product innovation” but “customers can only guide innovation if you ask them the right questions”.

Customer expectations are a function of their needs, their customer’s needs, and the ability of your competition.  While customers may “try you out” because you offer a new product or service, a lower price, or a premium quality, they won’t do business with you long-term if you fail to meet their expectations across the critical points of interaction.  

We focus on understanding what the unmet needs are from a customer perspective to ensure that you develop products and services that ensure a long-term, sustainable relationship with your customers.

Example of questions we help you to answer:

  • How are your and competitor products/services currently being used?
  • What goals – both practical and emotional – is the product or service meeting?
  • What frustrations and disappointments are experienced with existing solutions?
  • What outcome, assuming absolutely no limitations, would the ideal solution deliver?
  • How can you better anticipate and address the requirements of your business customers in future?

Then once new product or service concepts have been developed based on the market needs and opportunities insight, we follow an iterative process to:

  • Gauge the market’s reaction
  • Identify improvements and establish whether commercial success is likely
  • Identify the most profitable price point

Based on our experience, we usually conduct Online Surveys or Telephonic Surveys with customers using our in-house telephonic survey unit. However, depending on the target market and your needs, we conduct Personal In-depth Interviews or Focus Groups Discussions with B2B customers.

For more about our research process, click here.

Our B2B Market Research Services

Our B2B market research services can help your company make smarter business decisions by identifying key data and intelligence based on your specific needs.

Scroll to Top