Customer Needs Assessment

What is this method about?

A research tool that identifies a broad range of customer needs and expectations for a product or service by gathering and combining quantitative data from surveys and qualitative data from interviews.

Why use it

This tool helps organizations understand what’s required to fulfill customer expectations—providing designers and developers with guidance in how to shape a new or redesigned product/service according to what customers want. Research insights about customer needs can also help to identify opportunities for innovation.

When should I use it?

During the earliest stages of new product/service development, when initial concepts are being refined and early design solutions are being explored. This tool is also used when making changes to an existing product or service.

What you get

Organizations will generate a comprehensive list of customer needs (known as outcomes) based on integrated research results. Results will be used to guide new product/service development or the redesign of a product/service.

At a glance

• Time: Long
• Effort: Medium
• Cost: Medium

Materials

• Access to online survey tools are useful and help speed up the information gathering and analysis process.
• An internal or external researcher for conducting group interviews.
• A suitable meeting room with video and audio recording equipment for interviews.

Who is involved

• CX Designer
• Experience Manager
• Product Manager
• Researcher / Partner
• Customers (Research subjects)