Market Pull – Unmet Current Market Needs

Business strategies aim to create, deliver, and capture value. To create value a product must meet a real, compelling customer need—it must solve a problem, prevent a problem, or provide an otherwise absent benefit that is important to the customer.

Optimum strategies uniquely discover a need others don’t recognize, avoiding a ‘race to the bottom’ on more obvious needs where customers reap most of the value and the product becomes commoditized.

Uncovering needs important enough to solve yet still unknown to your competitors takes more than ordinary voice-of-the-customer work. You want to discover customer needs they’re not asking about because they didn’t know you could help. It’s also important to understand the reasons behind a customers’ needs.

SSCI has the custom market research tools and expertise to discover these otherwise unvoiced needs.