A method for identifying and assessing key customer group needs

Abstract This paper presents a methodology for identifying and weighing the importance of product attributes used by a key customer group of a company. A central feature of the technique is the introduction of a new concept: competition factors (CF). These factors address the influence of substitute products in the specific product attributes that a customer group considers. A better knowledge of substitute products can surface previously hidden or latent customer needs. CF allow dealing with this problem, providing a powerful tool for market-oriented businesses that seek to understand customers' expressed and latent needs. The wood products industry and architects are used to illustrate the technique.

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