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The importance of considering customer needs and wants in the product concept stage

Have you ever bought a product that you thought would be perfect for your needs, only to find out that it wasn’t quite what you were looking for? Or have you ever had an idea for a product that you were sure would be a best-seller, only to have it flop in the market? These are all too common scenarios that can be avoided by considering customer needs and wants in the product concept stage.

In today’s consumer-driven economy, it’s more important than ever to create products that not only meet the needs of your customers but also exceed their expectations. By taking the time to understand your target audience and what they’re looking for in a product, you can develop ideas that resonate with them and ultimately lead to greater success in the market.

This means going beyond just conducting market research and surveys and truly delving into the minds and lifestyles of your target customers. By doing so, you’ll be able to create a product that not only fulfills a need but also aligns with their values, preferences, and overall lifestyle. So, let’s explore why considering customer needs and wants in the product concept stage is crucial for any successful product launch.

What is product concept?

Product concept is the initial phase in the product development process, where the idea for a new product is first conceived and explored. It’s a crucial stage as it lays the foundation for the entire product development process, including design, engineering, marketing, and sales.

The product concept is a basic outline or blueprint of the product that helps the development team understand what the product is, what it does, and what its target market is. It’s essentially a rough sketch of the product, created after analyzing customer needs, market trends, and competitors.

The product concept typically involves a brainstorming session where the product development team gathers to generate and share ideas. During this session, they’ll explore various possibilities, research customer needs and wants, identify the product’s unique selling point, and develop a plan for how the product will be brought to market.

Once a product concept is formed, the team will refine and finalize it before moving onto the product design and development stages. This includes conducting market research to validate the product concept, creating detailed product specifications, developing a marketing plan, and determining the budget required to bring the product to market.

Overall, the product concept is a critical part of the product development process, as it sets the direction for the entire product lifecycle. By creating a solid product concept that considers customer needs and wants, businesses can increase their chances of success in the marketplace, build strong customer relationships, and create a brand that resonates with their target audience.

Needs vs Wants

Recognizing the distinction between needs and wants is an essential step towards gaining a deeper understanding of your customers, enhancing your innovation process, and prioritizing your efforts effectively. This understanding can guide you through the product development journey. So, let’s explore some of the primary contrasts between needs and wants:


  • Refers to fundamental human requirements necessary for survival
  • Limited in number
  • Indicate necessity
  • Constant throughout life
  • Describe a must-have


  • Refers to something desirable but not essential for survival
  • Unlimited in number
  • Indicate desire
  • May vary and change
  • Describe a nice-to-have or a wish

Characteristics from customer’s point of view


When creating an innovative product, it’s essential to consider what your customers value the most. These key characteristics are critical for your product’s success:

  1. Convenience: Customers want products that are easy to use and simplify their lives by solving problems or addressing their needs.
  2. Price: A product should offer value for money, meaning the price should match the benefits it delivers. Customers want to feel satisfied with their purchase.
  3. Design: The design of the product plays a crucial role in attracting customers’ attention and influencing their decision to purchase. It’s important to ensure that the product’s design is both aesthetically pleasing and functional.
  4. Efficiency: Customers want products that offer a quicker, simpler, and more effective solution than what is currently available.
  5. Reliability: A product should function as expected without any unexpected setbacks or errors. Customers need to trust the product to deliver on its promises.
  6. Experience: The customer’s experience when using the product is critical. Customers should enjoy using the product and feel satisfied with their purchase.
  7. Functionality: The product should have all the necessary features to solve the specific problem or need it addresses.

In addition to these characteristics, it’s also essential to provide customers with clear and concise information throughout the customer experience. Giving customers options and involving them in some, or all, stages of the innovation process can also help build a stronger relationship with them. Creating a multipurpose product that can solve more than one problem is also an excellent strategy.

Benefits of keeping consumer’s needs and wants in mind during product concept stage

The success of any product depends on how well it meets the needs and wants of its target customers. This is why it is crucial to consider customer needs and wants in the product concept stage, which is the initial phase of product development. In this stage, the company defines the product concept, which is the general idea of what the product will be and what benefits it will provide to its customers. Here are some reasons why it is important to consider customer needs and wants in this stage:

  1. Customer satisfaction: The ultimate goal of any product is to satisfy the customer. By understanding their needs and wants, companies can design products that cater to their specific requirements. This, in turn, increases the likelihood of customer satisfaction, leading to repeat purchases, positive reviews, and referrals.
  2. Competitive advantage: A product that is designed to meet the needs and wants of its customers is likely to be more successful in the market. It can create a competitive advantage for the company by differentiating it from other products that do not address these needs and wants.
  3. Reduced costs: When a company develops a product that does not meet the needs and wants of its customers, it may result in wasted resources and time. By considering customer needs and wants in the product concept stage, the company can avoid costly mistakes and rework.
  4. Increased sales: Customers are more likely to purchase products that meet their needs and wants. By designing products that address these requirements, the company can increase sales and revenue.
  5. Enhanced brand image: When a company develops products that cater to customer needs and wants, it can enhance its brand image. This is because customers perceive the company as customer-focused and responsive to their requirements.
  6. Improved customer loyalty: Customers are more likely to remain loyal to a company that designs products that meet their needs and wants. This can lead to long-term customer loyalty, which is crucial for the success of any business.

In conclusion, considering customer needs and wants in the product concept stage is crucial for the success of any product. By doing so, companies can design products that meet specific customer requirements, creating a competitive advantage, reducing costs, increasing sales, enhancing brand image, and improving customer loyalty.

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