Understanding the specific needs customers have is critical in developing successful new products.

In-depth interviewing allows an interview to obtain specific, detailed information about customer needs/requirements. This feedback can be used to drive the development of new technical solutions.

A Customer Needs Assessment can provide companies with the following information:

• Where challenges exist
• Quantification of current problems, and whether they are expected to increase, decrease, or stay the same in the future
• Assessing the direct and indirect costs of failures
• Determine which of the processes or products currently used are the most successful and why
• Obtain reactions to a new product or solution