Customer Needs Assessment Understand what your customer is looking for

Do you know what your customer needs?

When you can identify and understand a customer’s needs, you are better positioned to design the right products, and craft the right positioning and messaging to address those needs. You can more precisely understand your customers’ needs using the Customer Needs Assessment solution from Hanover Research.

We identify key elements of the customer experience, including pain points, challenges, essential attributes, and purchasing behaviors in order to help you craft a winning customer value proposition.

Companies that frequently use market research are 22% more likely to increase customer retention

Source: Hanover Research Market Research Impact Report

Your customers have needs. Do you know what they are?


Gain valuable insight into the motivations and pain points of your customers.


Communicate how your products address customer challenges and needs.


Shape your sales strategy around identified customer purchase behaviors.

How it works: Customer Needs Assessment

Hanover Research uses both quantitative survey and qualitative research to provide data related to the Customer Needs assessment, helping you identify, address, and satisfy your customers’ needs.

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Hanover Research designs, fields, and analyzes a survey to gather customer feedback on their wants and identify if their needs are being met by you or a competitor.

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Qualitative Analysis

Hanover Research follows up with a focus group or in-depth interviews that delve into the survey findings, discovering key motivations behind the need for certain products or services.

Rheem Measures Homeowner and Contractor Demand for Sustainability

“We wanted to take a holistic approach to understand consumer behavior, perceptions, and what words resonate with consumers and the trade when it comes to sustainability. Hanover’s survey insights helped inform our sustainability strategy: we saw that consumers and contractors really care about sustainability and value a manufacturer that is prioritizing sustainability in their business decisions. Hanover brought out research techniques like MaxDiff to help create the best survey instrument for our needs.”

– Kathleen Payne, Research and Customer Insights Manager, Rheem

Make decisions with confidence, not guesswork

Hanover Research provides high quality, custom research and analytics through a cost-effective model that helps clients in the corporate, education, and healthcare sectors make informed decisions, identify and seize opportunities, and heighten their effectiveness.


Ongoing research agenda adapts with your organization’s needs


200+ analysts with advanced research expertise


Annual, fixed-fee model delivers shared costs and benefits


Exclusive account and research teams ensure strategic partnership

Put the power of our Customer Needs Assessment solution to work