Abstract
Latent needs are unmet needs, in which the needs not mentioned by users are the difficult points of research. This research combines Voice of the Customer (VOC) and Voice of the Product (VOP) to explore potential need and identify product innovation opportunities. Voice of the Customer mainly obtains needs through interviews and observation methods, takes the experience journey as the main line, and combines a scenario analysis to identify potential needs from multiple perspectives of need levels. Voice of the Product is an objective trend in the process of product development, mainly through functional analysis and causal chain analysis, to find potential needs from a technical point of view, which makes up for the missed needs of users due to their lack of understanding of product technology. The need mined by the VOC and VOP is clustered and evaluated, and the potential need is identified as a reference factor for the design scheme. Finally, the best design scheme is evaluated to improve the success rate of enterprise product development.
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