HomeBlog Understanding Buyer and User Needs: The SiriusDecisions Perspective

Understanding Buyer and User Needs: The SiriusDecisions Perspective

September 21, 2015 | By Jeff Lash

  • One of the key elements underpinning any successful product, service or solution is that it addresses buyer and user needs
  • Many b-to-b organizations struggle to identify these needs, despite their best efforts
  • Some companies recognize that understanding needs is vital to success but lack an appropriate process to identify needs

One of the key elements underpinning any successful product, service or solution is that it addresses buyer and user needs. That is not a guarantee of success, but it is difficult to create and sustain a successful offering in the market that does not satisfy customer needs.

Unfortunately, this is one area where organizations struggle. Some companies still operate under the "if we build it they will come" mentality and focus more on the product than the problem it will solve. Many companies recognize that understanding needs is vital to the success of their offerings, but they lack an appropriate process to identify needs. And in situations where companies have done a decent job understanding needs, we often see that they don't do a good job applying what they have learned about buyers and users to the innovation and go-to-market process.

We are focusing on this area in our research and would like to hear from you. Please take five minutes to fill out the short survey below. All respondents will have the option of receiving access to a summary of the results.

Jeff Lash

Jeff Lash is Vice President and Group Director of Go-to-Market at SiriusDecisions, where he leads the Product Management and Portfolio Marketing Research and Advisory Services. A recognized thought leader in product management, he has over 15 years of experience in product management, product development, product marketing, and user experience design. Follow Jeff on Twitter at @jefflash.

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