The repertory grid technique as a customer insight method
The repertory grid technique as a customer insight method
The success of new products and services relies on meeting customer needs, but it is very difficult to identify hidden needs since customers have difficulty articulating them or do not recognize them at all. A number of methods have been applied to help identify hidden needs, including ethnography, empathic design, and lead-user innovation. In this paper, we discuss the use of the repertory grid technique (RGT), a method adopted from psychology that has been used in new product development to help uncover customers' hidden needs. Three case studies from our own work show that it can be applied effectively at different stages of the product development process, resulting in entirely new products, product improvements, and new approaches to marketing.
35-42
Baxter, David Ian
a7d6ba3f-370f-493d-9202-218d5e6dfc54
Goffin, Keith
8d74608a-5d96-48ff-966a-35998821e7dc
Szwejczewski, Marek
1096125f-16dd-4765-ba29-6c3624975782
28 December 2015
Baxter, David Ian
a7d6ba3f-370f-493d-9202-218d5e6dfc54
Goffin, Keith
8d74608a-5d96-48ff-966a-35998821e7dc
Szwejczewski, Marek
1096125f-16dd-4765-ba29-6c3624975782
Baxter, David Ian, Goffin, Keith and Szwejczewski, Marek
(2015)
The repertory grid technique as a customer insight method.
Research-Technology Management, 57 (4), .
(doi:10.5437/08956308X5704229).
Abstract
The success of new products and services relies on meeting customer needs, but it is very difficult to identify hidden needs since customers have difficulty articulating them or do not recognize them at all. A number of methods have been applied to help identify hidden needs, including ethnography, empathic design, and lead-user innovation. In this paper, we discuss the use of the repertory grid technique (RGT), a method adopted from psychology that has been used in new product development to help uncover customers' hidden needs. Three case studies from our own work show that it can be applied effectively at different stages of the product development process, resulting in entirely new products, product improvements, and new approaches to marketing.
This record has no associated files available for download.
More information
e-pub ahead of print date: 28 December 2015
Published date: 28 December 2015
Organisations:
Faculty of Business, Law and Art
Identifiers
Local EPrints ID: 377616
URI: http://eprints.soton.ac.uk/id/eprint/377616
ISSN: 0895-6308
PURE UUID: 2c8bbeff-351f-4289-bdaa-173e4d55e627
Catalogue record
Date deposited: 16 Jun 2015 13:29
Last modified: 15 Mar 2024 03:50
Export record
Altmetrics
Contributors
Author:
Keith Goffin
Author:
Marek Szwejczewski
Download statistics
Downloads from ePrints over the past year. Other digital versions may also be available to download e.g. from the publisher's website.
View more statistics
