The PDMA Handbook of New Product Development

14.5. Summary

No one technique provides all the customer needs that product development seeks. Tacit needs are best conveyed by being a customer. Process-related needs are best identified by critical observation of customers. In-depth interviewing is the most efficient means to obtain masses of detailed needs, but may not provide the tacit and process-related information. Unfortunately, few projects can afford the time and expense of fully implementing all these processes. When personnel are fairly stable, management may be able to implement an ongoing customer-need-generating process, which works to provide product developers continuously with customer interactions. Otherwise, it is best for development teams to use the most appropriate customer-need-generating technique(s), given the informational requirements, budget, and time frame for their project.