Is there a need for your (new) product or service? What does that need look like? What are the drivers & barriers towards buying your product or service? Is your product portfolio relevant and how do you maintain its relevance? Are you sufficiently distinct compared to the competition and how can you ensure this?
Needs and wants are largely driven by unconscious thoughts and emotions. Therefore, people often have difficulties indicating what they really want. To capture customers' needs and wants, it's best to measure where needs and wants originate - in customers' brains.
Neuro customer needs analysis: quick turnaround - results within 5-7 working days
RIAT (Rapid Implicit Association Task)
We always use the neuro-technique RIAT for a customer needs analysis. During RIAT, participants need to answer various questions under time pressure. The time pressure eliminates conscious thinking and over rationalisation to ensure revelation of the true needs and wants of your target group.
The needs and wants which are revealed through RIAT are linked to behavioural measures (e.g. 'purchase intention'). It also reveals which needs are most important for conversion, among other factors.
Target group segmentation
We often group the behavioural measures into distinct target groups. Then, different target groups are compared with each other to observe the group with the strongest need.
Conversion funnel research
We can extend the customer needs analysis with conversion funnel research. The needs that are important are identified and then followed up with strategies for conversion. This allows you to create an effective communication strategy.
Pricing research
The customer needs analysis can also be extended with pricing research. This gives you clear insights into the price elasticity and range of acceptable prices according to your target group(s).
What's in it for you?
Within 5-7 work days you'll receive:
- A clear report containing the results and answers to your research questions. The results can be used to convince internal or external investors on the potential of new products or services.
- Advice on the best proposition for (new) products or services.
- The assurance that you're making well-informed tactical and strategic decisions which will contribute to the growth of your business.
Contact us
Walter Limpens
Co-Founder & Senior Client Executive
Want to know more about customer needs analysis?
Andries van der Leij
Head of Research & Development
Want to know more about our research techniques?
Are you interested and want to know more? Contact Walter and he'll tell you more and answer your questions.
Walter Limpens
Do you have a questions about our research techniques? Don't hesitate to contact Andries.
