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That's why Google struggles in user experience, creating new product categories, and fitting its products to the latent needs of users: all of those are intuition-led activities in which it's very hard to prove ahead of time what's right or wrong.
The process of uncovering latent needs is characterized by understanding more about users than they know about themselves.
Such surveys rarely bring out the real latent needs of users.
The knowledge of these latent needs helps and guides the firm to develop the relevant marketing capabilities.
Hence, companies may not be able to have a comprehensive list of customer aspirations and latent needs.
Similar debates have animated marketing scholars for decades in terms of existing and latent needs (see, e.g., Slater and Narver 1998).
Similar(40)
There was a latent need for something like this".
This context shows a latent need to adapt existing intelligence mechanisms and prevention and detection security measures.
Once you understand corporate buying patterns, how to build an SaaS product and sales team and uncover a latent need at a big company, the route to success becomes a bit more formulaic.
But of course, the publishing industry has anticipated the latent need-to-feed that's likely to surface in even the laziest among us as we watch the upcoming Julie and Julia, about the hapless secretary who turned around her life by cooking all-Julia-all-the-time.
The training not only increases competencies of birth attendants but also meets their latent need for higher-quality resuscitation equipment.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com