Needs Analysis

Needs Analysis

• Needs analysis is concerned with establishing the true needs of the customer (VOC- voice of customer).

• This can be obtained from:

– reports of representative bodies, – reports from market data publications– interviews/questionnaires– etc

Customer Needs

• For collecting data solely from the customer 3 methods are commonly used

– Interviews / questionnaires– Focus groups– Observing the customer using the product

types

5 Steps

• Gather raw data from the customer

• Interpret raw data in terms of customer needs

• Organise the needs into a hierarchy

• Establish the relative importance of the needs

• Reflect on the result of the process

Developing a Questionnaire

– When and why do you use this product?– How would/do you use it?– What do you like about existing products?– What do you dislike about existing products?– What issues do you consider when purchasing

the product?

Effective Interaction

• Go with the flow• Use visual stimuli and prompts• Suppress preconceived hypotheses• Have the customer demonstrate the product

or typical tasks• Be alert for surprises or expression of latent

needs• Watch for non-verbal information

5 Steps

• Gather raw data from the customer

• Interpret raw data in terms of customer needs

• Organise the needs into a hierarchy

• Establish the relative importance of the needs

• Reflect on the result of the process

Requirements

– You are required to develop a short questionnaire to establish User Needs for your product.

– Interview 2 persons using the questionnaire

– Further develop the questionnaire based upon the results of your first interview

– Interview further people (at least another 4) and record the results

Requirements

– Identify at least 10 ‘needs’ and organise them into primary and secondary needs

– Assign importance factors to the needs you identify

– Collate the results and produce a SHORT report of your findings.

– Include a short statement as to how you would improve the questionnaire with hindsight of the results obtained