Exiting quality, which is more than consumers expect, and thus uncon-
scious, is seldom mentioned. It requires a creative leap based on cus-
tomers’ comments or observations of customer behavior. Generally,
useful methods are those that do not necessitate verbalization, e.g., var-
ious mapping techniques based on preference measurement or one-on-
one comparisons. However, this presupposes subsequent interpretation
of the underlying latent attributes. Other nonverbal techniques, such as
behavioral studies or the use of other stimuli, such as pictures or prod-
ucts, are also a possibility.
The need analysis is followed by a structuring of the needs in a hi-
erarchy, which, according to Oliver (1997), does not have to follow a
strict model. In QFD terminology, these are called primary strategic
needs, secondary tactical needs,or tertiary operationalneeds. Needs
can be structured by means of an affinity diagram (whereby needs are
classified into groups, so that the needs in one group are comparable and
different from needs in other groups). This can be done by a team re-
sponsible for product development or based on consumers’ classifica-
tion, which, according to Griffin and Hauser (1993), best reflects
consumer needs.
Next, the focus shifts to how the different needs or needs-related at-
tributes might influence satisfaction with the product. Here, Oliver
(1997) stresses the importance of identifying needs in all three cate-
gories.
Examples of Consumer Needs
In order to illustrate what needs are in relation to food, I will refer to
several analyses and give some general examples related to Kano’s
model (Table 11.1). The needs depend on both the product, the indi-
vidual consumer (segments), and the context in which the product is
used. These needs should therefore be seen solely as examples of needs.
At the upper end of the hierarchy, needs are identified as: self-
confidence and self-esteem (Gutman—see Oliver, 1997), the family’s
quality of life, good health and long life (Sørensen et al., 1996; Bech-
Larsen et al., 1996). Further down the hierarchy, needs are related to
health, pleasure from eating, many ways of cooking (fish), easier-to-
make delicious dishes (fish), and good cooking results (Sørensen et al.,
1986; Bech-Larsen et al., 1996). All the above examples also show that
consumers want products that taste good.
Recent qualitative research in Denmark, Sweden and Germany (Skytte
et al., 1997, unpublished results) shows that consumers perceive fruit
Examples of Consumer Needs 209