Discovering unanswered consumer needs

Mark Friedl

Improving or refining current products is not good enough to sustain or improve competitive advantage.

Discovering Unanswered Consumer Needs

Mark FriedlMasterfoods Veghel BV

Introduction

When discussing how best to sustain our competitive advantage, life for marketeers and researchers is becoming increasingly challenging. Products, markets and categories are fast changing and consumers' (buying) behaviour is very difficult to predict. Not to mention that targeting and reaching your target group is getting harder as well. How can we really understand the consumer and develop new products that meet their needs better? Consumers find it already arduous telling us in what way to improve our current products, so how can we even effectively start tapping into their...

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