Customers’ Hidden Needs

As a leading business school, Cranfield's mission is to innovate and improve the practice of management, making a difference to the work of businesses everywhere. Our specialised executive programmes have earned global recognition and our participants work with, and learn from, some of the best minds in international business, benefiting at first hand from their unique insights and practical research. This intense two-day practical residential programme will explore why 'customers' hidden needs' approaches can provide deep customer perceptions and offer valuable opportunities for translating previously unseen insights into breakthrough products and services. Key benefits: • Learn how to apply leading edge research techniques to identify customers' hidden needs • Design repertory grid interviews from scratch and use them to gain insights into customers' thought processes, through analysing the results of multiple grid interviews • Combine and compare the results from different market research results to validate your findings and justify your product development strategy • Design and conduct ethnographic market research and familiarise yourself with coding and analysing data received, to achieve real insights. For more information about this programme: Visit: www.cranfield.ac.uk/som/chn Email: som.action@cranfield.ac.uk Call: 01234 754570