2.Solicit the Customer Needs How to obtain this information -Interviews Focus groups Direct observation ·Customer may not know Customer may not be able to express Competitive product evaluation As much an art as a science 上通大￥ 安泰经济与管理学院 Massachusetts Institute of Anta College of Economic&Managemert Shanghal Joo Tong University Technology单击此处编辑母版标题样式 • 单击此处编辑母版副标题样式 7 单击此处编辑母版标题样式 • 单击此处编辑母版副标题样式 7 单击此处编辑母版标题样式 • 单击此处编辑母版副标题样式 7 单击此处编辑母版标题样式 单击此处编辑母版文本样式 第二级 第三级 第四级 第五级 7 2. Solicit the Customer Needs • How to obtain this information ? – Interviews – Focus groups – Direct observation • Customer may not know • Customer may not be able to express – Competitive product evaluation • As much an art as a science