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Module 1: Customer Needs

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Customer Needs - Lesson Summary

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Customer Needs - Lesson Summary
The five Categories of Customer Needs are:
Direct needs
Latent needs
Constant needs
Variable needs
Niche needs
Direct customer needs are those needs that customers have no trouble declaring as something they are concerned about.
Latent needs are those needs that typically are not directly expressed by the customer without probing.
Variable needs are not necessarily constant, if a foreseeable technological change can happen, these needs will go away.
Niche needs apply only to a smaller market segment within the entire buying population.
An affinity diagram is a tool used to organize data in an efficient manner. It is used to organize the large amounts of needs gathered from the stakeholder interview process.
Customer needs modelling is required to understand what the customers feel they want from a product.
Interview methods are effective when seeking to establish a list of customer needs.
Activity diagrams are effective in representing the customer environment where a product is used.