Exam 30: Understanding Customer Needs

Describe the participation observation technique and provide an example.

When Sony targeted the Walkman to joggers who would appreciate the break from a tedious activity, the company was

Focus groups allow clients to

The main goal of primary research techniques is to

Participant observation is a process where the researcher actively participates with the customer to gain insights that other techniques may not be able to generate.

A caution you should heed when conducting secondary research is that

How do companies co-create value with the customer, and which medium is helping to facilitate this?

A guided discussion with a group of respondents such as customers is referred to as

In ethnographies, the researcher becomes a customer to learn more about customer needs and value drivers.

Research that has already been conducted by someone else is referred to as

While formal market research is useful, do not discount informal ways to listen to your customers.

Secondary research techniques are also known as exploratory research techniques.

The medium that allows smart companies to involve the consumer in the innovation process is

What type of data collection is the depth interview method most appropriate for?

Primary research is quicker than secondary research.

Companies like Dyson know that customers need a set of complementary goods and services to complete the experience.

Companies that do not understand their customers are likely to

Smart companies challenging the product-centric approach to marketing are embracing a method whereby they are

Harley Davidson should turn to ethnography when trying to understand the emotional connection to the brand that would cause customers to tattoo the logo on their bodies.

FedEx focused on the needs of different customers when it bought Kinko's, allowing customers to not only print but also to ship their documents.