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Discovering What People Want Before They Do

Sunando Das, Ipsos MarketQuest, in Ipsos Point of View, 03/2012

Dove knew it. Danone knew it. Mr. Clean and 3M knew it too. These brands knew they needed to go beyond finding new ways to meet consumers’ existing needs. In order to achieve long-term growth they needed to uncover something different: new needs to address. So, instead of focusing exclusively on developing new flavors and scents and finding ways to improve product effectiveness, these companies looked for unconscious consumer needs that had not yet emerged: latent needs.