One of the problems of interpreting consumer needs is that
in moments of change
like the current one (disruption)
THE NEEDS ARE MOST PARTLY
HIDDEN TO THE USERS.
Those needs are a “hidden demand“.
This is due to the fact that
in the evolution stages of the Society
THE NEEDS OF PEOPLE ARE IN EVOLUTION.
In the sense that in a rapidly changing society, Customers are constantly discovering new aspects of their specific needs.
This is due to the fact that when Customers have the experience of a “satisfaction” brought about by new products, they begin to better frame the outlines of their need; and at the same time to understand in which ways these needs can be satisfied.
It is an evolution of consumption, characterized by a phenomenon that can be defined as a virtuous circle of innovation°, which is typical of disruption moments.
In this dimension, evolution (innovation) develops in a completely new way compared to how it develops in the moments of linear evolution of the market: in the new modality a constantly evolving process develops, in which the innovative product stimulates new needs, and these needs stimulate the birth of new product versions (and often also new products).
That is, in the phases of rapid change, of disruption, it is necessary a radical change of Marketing – as we see in the next chapter – which must become functional to the evolution of consumption which is based on: evolving needs, evolving Value°, evolving Products (they are in progress, as it is for desktop applications such as browsers, in which there is a rapid succession of new versions of the product).
It is a process of awareness acquisition by the Consumer that “revolutionizes” the concept of Knowledge. The new marketing must adapt to the new reality: the new Knowledge
● it is no longer a knowledge of the producers; but a Consumer Knowledge.
● a Shared knowledge.
● evolving Knowledge – as we said, a constantly evolving knowledge.