How can I capture customers' spoken and unspoken needs to develop tomorrow's breakthrough products today?

The Question is supported by Excellent answers by the experts.  My scope for any addition to this is limited. Thanks for all answers.

When developing new products, it is important to determine customers' spoken and unspoken needs-needs that they are unable to express but would love to have satisfied. Through a cutting-edge methodology called Latent Needs Analysis™ (LNA), we are now able to obtain this essential information.

LNA combines qualitative and quantitative methodologies to obtain a prioritized inventory of customers' spoken and unspoken needs. LNA has the ability to:

• Identify breakthrough product ideas and specific sets for new products Provide a sustainable competitive advantage by understanding customers' needs and motivations at a subconscious level
• Understand customers' needs and anticipate what they will buy, even if they cannot consciously describe what it is they want

LNA involves two phases. The first is a series of qualitative one-on-one interviews among respondents designed to generate a list of customers' spoken and unspoken needs. This is accomplished through the use of a proprietary method, MindProbe™, that is based on neurolinguistic programming (NLP) and cognitive psychological theory.

The second phase is quantitative in nature. We employ a proprietary technique called Thought Synthesis™ in which we use a unique survey approach to assess the incidence and importance of the needs identified in phase one. This generates a concise list of statistically valid subconscious needs and the features which customers feel deliver them. We then determine subconscious needs using a pattern recognition algorithm. As part of our analysis, we also identify specific features that will meet these needs.

LNA can be an excellent technique to use for becoming more customer focused and overcoming the limitations of traditional product development techniques.

The marketing function is to convert the changing desires of consumers, opportunities to make a profit, and the goal of marketing is to create a much better solutions, provide the buyer need to search, and provide his time and effort, and provide a better standard of living for the community as a whole.

Do not look to the practice of marketing to focus on it to get rid of my day, with the actual loss to the consumer could be expected to come back tomorrow. The marketing function is responsible creating a long-term relationship with consumers, mutually beneficial, is not limited to the sales process and by.

Allocation of independent marketing department has its advantages and has its drawbacks, the first of the rest of the departments of the company's belief that the marketing department is solely responsible for the marketing process, expressing that David Packard extent of the founders of Hewlett-Packard Company (HP), who said: "The marketing is important so that it does not can be left in the hands of marketing management and only one, in the company pursues a successful marketing policy, you can not determine who works in the marketing department easily, everyone in the organization to make decisions affecting the consumer. "

If the top leadership is not satisfied in any company thinking of the need to focus on the consumer and the interest in it, you will not be accepting any marketing idea and then applied in the rest of the company and its implementation.

Marketing is not a process of determining the form of advertising and where it will be published, or the process of sending promotional brochures blindly for all, or answer customer contacts, the marketing is the process of orderly thinking about what can be produced, and how to draw the eyes of the consumer to easily and conveniently, and then how to make the consumer in need to buy this product for a long time.

• Benchmarks and best practices 
• Open innovation, crowd sourcing, peripheral vision and disruptive technologies
• Scoring methods for screening and selecting the big winners

• Sophisticated methods from psychology and anthropology to uncover customers' hidden needs—those needs that they are unable to articulate or have not even recognized themselves.

  Hidden needs analysis is the name given to a collection of tools and techniques for probing deeper than traditional market research. The main ones are repertory grid analysis, ethnographic market research, and lead user groups. Each of these techniques has major advantages compared to traditional market research tools and, when used in combination, they are very effective at uncovering customers' hidden needs.

  Repertory grid analysis was developed by psychologists as a way to understand how individuals think and to uncover their so-called cognitive maps. This technique is ideal for developing new product ideas. It uses indirect questions and stimulates users to compare and contrast their experiences of existing products. Through the process of comparing and contrasting, customers' hidden needs can are revealed. Companies that have used repertory grid analysis in their market research include Biersdorf (the Hamburg-based manufacturer of global brands such as Nivea), Hewlett-Packard, and the IT service-provider Equant.

In depth Market research using various research analysis methods will have to be implemented in order to  develop a break through product.

Customers spoken & unspoken needs can be captured : By feeling as  a customer ourselves of that product .

It is already well explained by the LABIB KOOLI ,georgei assi  ,Vinod Jetley  and others.

Thanks to colleagues on their answers

For this we need a thorough Market research using various research analysis methods.

Most important is to get the views from the actual consumers and probable consumers who will be users after acertail period of time.As for example if a10 years old gives you an idea of his likes and wants it will help you to innovate as when you innovate the10 yaers old will be a user(This is for white goods).

For Bulks/Pharma/Chemical products R&D should understand the future scenario and changing needs of customers,cost,acceptability after10 years down the line.

This  is entirely  my view.

Thanks for the invitation

Good question

Agreed with the excellent answers given by

Mr.:Jetley & Mr.:Kooli & Mr.:Assi as well too