In order to uncover the latent needs of people, it is necessary to understand the role of our subconscious in decision making. Once this is clear, it will become apparent why focus group research just won't deliver the insights you need. As humans, we are basically running on auto pilot.

One way to develop more empathy with—and gain new insights about—your customers is to look beyond the narrow definition of your offering and consider the customer’s total experience. The more broadly you define the customer experience, the more opportunities you can identify for improvement.