Obtaining a deep understanding of customer needs is central to any new product development process. Over the last decade tools and techniques for obtaining customer intelligence in B2C industries have become increasingly sophisticated.
Digitalization now provides a vast reservoir of hitherto untapped analytical data, and customers are becoming increasingly engaged in the design process itself.
Companies in B2B industries, on the other hand, have a much narrower base of customers, many of whom have regular personal interactions with their suppliers. In this article, Chandler Hatton, Michael Kolk, Martijn Eikelenboom and Mitch Beaumont at Arthur D. Little, discuss why this interaction should make the process of understanding customer needs more straightforward.