Exam 30: Understanding Customer Needs

Customers are always able to articulate their needs in terms of

Reliable, unbiased research can only come from customers.

In organizations where there is no clear and widely shared understanding of customer needs

A process where the researcher actively participates with the customer to gain insights is referred to as

Danone created a new market for its Danone Actimel yogurt by

Surveys are not used to generate ideas but to

DeWalt's sending researchers to work alongside professionals who work with their tools is an example of

Explain the advantages of focus groups.

Using movie theatres as an example, explain why smart companies offer complementary products and services.

Firms that take a product-centric approach to marketing tend to co-create value with their customers.

Primary research is research that has already been conducted by someone else.

Unlike qualitative research methods, survey research is used to collect data from

All questionnaires include this class of questions.

Before conducting primary research, this technique can help identify gaps in knowledge and what traps to avoid.

Qualitative techniques include

If a company marketing medical diagnostic equipment wants to understand the buying decision-making process, it should conduct research with physicians using which technique?

How did Starbucks decommoditize the coffee industry and broaden its appeal to customers?

By letting customers customize their own experience, Build-A-Bear is involving customers in the innovation process.

Most competitors look the same, offer the same value, and commoditize the industry because they

Winning companies create new markets by focusing on offering the same value as competitors.