Our solutions help you identify the emerging needs of market participants. We capture the full range of needs—emotional and utilitarian, specific and value-based—and help you create new products and services that fit your markets. We use three complementary ways to learn about needs to help you create a market driven approach to product development.

Listening

What people tell us when we ask questions is one thing; how and even what they say to their friends is quite another. Even if the substance is similar, the language and tone are different.

Harris Interactive provides two ways to listen to the dialogues people have about their needs and desires:

• SocialConnect - Part of our unique Research Lifestreaming℠ solution, SocialConnect captures what people say on Facebook and other social media sites.
• Social Media Monitoring (SMM) - Our systematic tracking of the “chatter” and “buzz” relevant to your market.

Interacting

When you are ready to step out and engage your market in a conversation, our values driven approach to understanding different kinds of needs and how they fit together provides in-depth insight. We use two types of platforms for most of our values driven research:

• Market Research Online communities (MROCs)
• Online or In-Person Focus Groups

Measuring

Once you have developed a good feel for the range of needs—whether they are jobs to be done, pleasures to be enjoyed, or emotions to be fulfilled - our segmentation and market structure solutions provide quantitative tools that answer such questions as: How common are different needs? Which needs are important to whom? What types of uses or situations generate needs that are unmet by current products?