1. Substance
In the development of new products, concepts or services, the aim is typically to uncover latent needs. Latent - or unmet needs - require a different research approach than recognised needs.

The anthropological method, drawn from the scientific study of people, their cultures, societies, and behaviour, can be used to uncover latent needs of users of different products, concepts, or services.

We have developed and used the method in tele-services for B2B mobile phone users.

2. Benefits

a) Users generally find a solution to their problems - and therefore don't have many or major problems. So, you can’t just ask them about their latent needs.

b) There is also not always a correlation between what users say and what they actually do. They do things that they are not consciously aware of. They do things they can't put into words because it is obvious or because another solution is unrealistic.

c) Latent needs are hidden in a mix of the user's way of working and the user's perception of things. Needs are therefore best uncovered by observing as well as asking.

3. More Information