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How do you update and refine your customer needs analysis as the market and customer preferences change?

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Customer needs analysis (CNA) is a vital part of product innovation, as it helps you understand what your target customers want, need, and value. However, CNA is not a one-time activity, but an ongoing process that requires constant updating and refining. The market and customer preferences can change rapidly due to various factors, such as new technologies, competitors, regulations, trends, and feedback. How do you keep your CNA up to date and relevant as the market and customer preferences change? Here are some tips to help you.

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1 Monitor the market

The first step to update and refine your CNA is to monitor the market regularly and systematically. You need to keep an eye on the changes and developments that affect your industry, your competitors, and your customers. You can use various sources of information, such as industry reports, trade journals, news articles, social media, blogs, podcasts, webinars, and online forums. You can also use tools like Google Alerts, Google Trends, and BuzzSumo to track keywords and topics related to your product and market. By monitoring the market, you can identify new opportunities, threats, gaps, and trends that can influence your customer needs.

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Gijsbertus J.J. van Wulfen

Award winning innovation keynote speaker helping you to create innovative mindsets at your event and your organisation. Contact me for a proven innovation method to double your effectiveness in 2025.
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So you expect that the market is changing and customers needs may have changed … My tip for your design think R&D process is “to fake it before you make it” among customers. Get their feedback on a real offer what quality means for them and which features are ‘need to have’. The earlier you connect customers to your innovation project the sooner you know you are on the right track getting proof if preferences have changed.

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2 Collect feedback

The second step to update and refine your CNA is to collect feedback from your existing and potential customers. You need to listen to what they say, think, feel, and do about your product and their problems. You can use various methods to collect feedback, such as surveys, interviews, focus groups, usability tests, reviews, ratings, comments, and analytics. You can also use tools like SurveyMonkey, Typeform, UserTesting, Hotjar, and Google Analytics to gather and analyze feedback. By collecting feedback, you can validate, invalidate, or modify your assumptions and hypotheses about your customer needs.

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Hakan Yurdakul

CEO @ Bolt Insight | Ex-Unilever | Insights, Innovation, Strategy
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Consider getting professional support on collecting customer feedback. You can ask same question in two different ways and get two different answers. Using DIY platforms can be cost effective but can seriously mislead you if you are adding bias to your questions. In addition to platforms mentioned above, consider full service & agile research agencies like Ipsos, Nielsen, Kantar or Bolt Insight. Setting up tracker type of studies can also help with understanding consumer needs and competitor moves.

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3 Segment your customers

The third step to update and refine your CNA is to segment your customers into different groups based on their characteristics, behaviors, and needs. You need to recognize that not all customers are the same, and they may have different preferences, expectations, and motivations. You can use various criteria to segment your customers, such as demographics, psychographics, geography, lifestyle, usage, loyalty, and satisfaction. You can also use tools like HubSpot, Mailchimp, and Segment to create and manage customer segments. By segmenting your customers, you can tailor your product and marketing strategies to each segment and increase your relevance and value.

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Hakan Yurdakul

CEO @ Bolt Insight | Ex-Unilever | Insights, Innovation, Strategy
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Consumer segmentation is vital to understand and tailor your marketing strategy. Consumers are getting more fragmented and traditional segmentation studies are becoming more and more redundant. Precision marketing requires a more detailed approach to classic segmentation.

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4 Prioritize your needs

The fourth step to update and refine your CNA is to prioritize your needs according to their importance and urgency. You need to acknowledge that not all needs are equally important or urgent, and you may have limited resources and time to address them. You can use various frameworks to prioritize your needs, such as the Kano model, the MoSCoW method, the RICE score, and the value proposition canvas. You can also use tools like Trello, Asana, and Airtable to organize and rank your needs. By prioritizing your needs, you can focus on the most critical and impactful ones and optimize your product development and delivery.

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5 Communicate your findings

The fifth step to update and refine your CNA is to communicate your findings to your stakeholders and team members. You need to share your insights and recommendations about your customer needs in a clear, concise, and compelling way. You can use various formats to communicate your findings, such as reports, presentations, dashboards, personas, journey maps, and stories. You can also use tools like PowerPoint, Google Slides, Tableau, Canva, and Storyboard That to create and deliver your findings. By communicating your findings, you can align your vision and goals with your stakeholders and team members and get their support and feedback.

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6 Iterate and improve

The sixth step to update and refine your CNA is to iterate and improve your process and product based on your findings. You need to test your assumptions and hypotheses about your customer needs with real data and evidence. You can use various techniques to iterate and improve your process and product, such as the lean startup method, the agile methodology, the design thinking approach, and the build-measure-learn cycle. You can also use tools like Lean Canvas, Jira, Figma, and Mixpanel to plan, execute, and measure your iterations and improvements. By iterating and improving, you can learn from your successes and failures and adapt to the changing market and customer preferences.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How do you update and refine your customer needs analysis as the market and customer preferences change?

1

2

3

4

5

6

7

1 Monitor the market

2 Collect feedback

3 Segment your customers

4 Prioritize your needs

5 Communicate your findings

6 Iterate and improve

7 Here’s what else to consider

Product Innovation

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How do you update and refine your customer needs analysis as the market and customer preferences change?

1

2

3

4

5

6

7

1 Monitor the market

2 Collect feedback

3 Segment your customers

4 Prioritize your needs

5 Communicate your findings

6 Iterate and improve

7 Here’s what else to consider

Product Innovation

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