The techniques below characterize three ways to involve customers in the process of identifying unmet market needs (primarily for new product development):

Voice of the Customer (Griffin and Hauser, 1991), a process for identifying primary and secondary customer needs as input to QFD (Quality Function Deployment):

• Interview-based approach, relies on gathering opinions from consumers about their problems and needs
• Characterized by collaboration between marketing and engineering in collecting and analyzing data
• Needs divided into three categories: Primary, secondary and tertiary

• Observation-based research, viewing the user doing activities in his or her own environment without interfering
• Trained observers can recognize needs that consumers themselves may not be aware of
• Not a substitute for traditional research, but can be superior at revealing unarticulated needs

• Collaboration-based research, relies on working with innovative individuals to generate insights about problems and solutions
• Premise is that users who identify problems in advance of the broader market are good source of needed new products
• Lead users must also have a significant economic stake in having the problems solved or need met