How to Discover Customer Needs for Innovation? A Comprehensive Guide


In the competitive landscape, manufacturers are constantly striving to innovate and differentiate their products in the market. One of the key challenges in this endeavor is accurately identifying and addressing the unmet needs of customers. Traditional approaches often rely on direct customer feedback or suggestions for new features and improvements. However, this method can be limiting, as customers may not always articulate their deepest needs or envision potential solutions that do not yet exist. To truly innovate and capture a larger share of the market, manufacturers must delve deeper, and understand how to discover customer needs for innovation.

The concept of focusing solely on customer-suggested solutions often leads to incremental improvements rather than groundbreaking innovations. Customers might request features based on their current experiences and perceptions of what is possible, which inherently restricts the scope of innovation to the realm of the familiar. While these incremental improvements can be valuable, they do not always lead to the creation of products that significantly stand out in the market or address deeper, unarticulated needs.

This is where the outcome-based approach comes into play, which has been proposed by Anthony W. Ulwick in his publication in Harvard Business Review. Unlike traditional methods that prioritize customer solutions, the outcome-based methodology seeks to understand the underlying outcomes that customers desire when they use a product. For example, in the context of casual trousers, this means going beyond simple requests like “more pockets” or “better fit” to uncover the fundamental results customers are trying to achieve, such as “ensuring personal items are secure without compromising comfort” or “feeling confident in one’s appearance in various social settings.” By focusing on these desired outcomes, manufacturers can innovate in ways that truly resonate with customers, potentially uncovering needs that were previously unaddressed.

The shift towards an outcome-based innovation strategy requires a rethinking of how customer input is collected, interpreted, and acted upon. It demands a deeper engagement with the customer experience, a nuanced understanding of customer desires, and a creative approach to product development. This guide aims to provide manufacturers of casual trousers with a step-by-step process to uncover and quantify these unmet needs and innovation opportunities. Through this approach, businesses can develop products that not only meet but exceed customer expectations, thereby securing a competitive advantage in the casual wear market.

As we delve into this guide, we will explore how to develop an effective outcome-based customer interview strategy, capture and organize desired outcomes, rate these outcomes for importance and satisfaction, and ultimately, innovate based on identified unmet needs. This journey promises to transform the way manufacturers approach product development, leading to innovations that are both meaningful and marketable.

Step 1: Develop an Outcome-Based Customer Interview Strategy

Let’s take example of casual trousers. Innovating in the casual trousers segment begins with understanding the nuanced needs and desires of your customers. This understanding cannot be achieved through traditional feedback mechanisms alone, which often capture surface-level desires or the customers’ reactions to existing products. To uncover the deeper, unmet needs that can drive significant innovation, manufacturers must adopt an outcome-based customer interview strategy. This strategy focuses on understanding the end results that customers are trying to achieve when they choose, wear, and purchase casual trousers. Here’s how to develop this crucial first step in your innovation process.

Define the Product or Service Process

Start by breaking down the entire experience of purchasing and using casual trousers into detailed steps. Consider everything from the initial search and selection process to the daily wearing experience, including how the product is used, maintained, and eventually discarded or replaced. This detailed breakdown will help you identify specific moments in the customer journey that are ripe for innovation. It’s not just about the product itself but the entire ecosystem around it, including shopping, aftercare, and even disposal or recycling.

Select the Right Customers for Interviews

The success of your outcome-based interview strategy hinges on talking to the right people. Select a diverse range of customers who represent different segments of your target market. This diversity should include variations in age, gender, lifestyle, and even the level of fashion-consciousness. Consider also speaking with individuals who have abandoned your brand for competitors or who have voiced dissatisfaction. Their insights can be particularly valuable in identifying missed opportunities and areas for improvement.

Prepare for Interviews

The preparation phase involves developing a set of open-ended questions designed to steer customers away from thinking in terms of features and towards thinking about the outcomes they desire. Questions should encourage customers to articulate their experiences, frustrations, and desires without prescribing specific solutions. For instance, instead of asking, “Would you like trousers with more durable fabric?” you might ask, “Can you tell me about a time when your casual trousers didn’t perform as expected?” This approach encourages customers to share stories and experiences that reveal deeper insights into their needs.

Conducting the Interviews

When conducting the interviews, it’s essential to create an environment where participants feel comfortable sharing their honest thoughts and experiences. Interviewers should be trained not just to follow the script but to listen actively and probe deeper into the customers’ responses. They should be adept at guiding the conversation back to outcomes whenever it veers towards specific solutions or features. The goal is to collect rich, qualitative data that can be translated into actionable insights about customer needs and desires.

Capture and Document Insights

As interviews are conducted, it’s critical to meticulously capture and document the insights gathered. This involves not just recording the conversations (with permission) but also taking detailed notes and, if possible, categorizing responses on the fly. The documentation should focus on capturing the essence of what customers are trying to achieve with casual trousers, paying special attention to any emotional drivers or unarticulated needs that emerge during the discussions.

By meticulously executing this first step, manufacturers can lay a solid foundation for identifying and quantifying the unmet needs of their customers. The insights gathered through an outcome-based customer interview strategy are invaluable for guiding the subsequent stages of the innovation process, ensuring that new product development efforts are squarely focused on delivering meaningful outcomes that resonate deeply with customers.

Step 2: Capture Desired Outcomes

After laying the groundwork with a thoughtfully developed customer interview strategy, the next crucial step in innovating for the casual trousers market involves capturing and understanding the desired outcomes expressed by customers. This phase is pivotal because it transitions the focus from general customer experiences and needs to specific, actionable outcomes that can drive innovation. Here’s a detailed look at how to effectively capture these desired outcomes.

Conduct Interviews with a Focus on Outcomes

With the right customers selected and interview questions prepared, it’s time to dive into the interviews with a focus on uncovering the outcomes customers seek when purchasing and wearing casual trousers. The key here is to listen for the “what” and “why” behind customer actions and preferences. For instance, when a customer discusses comfort, probe deeper to understand what comfort means to them in the context of wearing casual trousers—Is it about the fabric feel, the fit, the flexibility, or something else?

Guide the Conversation Strategically

Interviewers play a crucial role in steering the conversation toward outcomes. This means moving beyond the surface-level expressions of needs or wants and delving into the reasons behind those expressions. When a customer mentions a feature they like or dislike, ask them to explain how that feature impacts their experience. Questions like, “How does that make you feel?” or “Why is that important to you?” help unearth the underlying outcomes that drive customer satisfaction or dissatisfaction.

Identify and Categorize Outcomes

As the interviews progress, various desired outcomes will emerge. These could range from tangible to emotional, such as the desire for trousers that “maintain their color after multiple washes” (tangible/functional) to wanting to “feel confident in casual settings” (emotional). Each captured outcome should be documented and then categorized into broader themes, such as Comfort, Durability, Style, and Functionality. This categorization helps in organizing the data for analysis and identifying areas with the most significant potential for innovation.

Translate Customer Descriptions into Outcomes

One of the most critical steps in this phase is translating customer descriptions into clear, measurable outcomes. For example, a statement like “I want trousers that don’t look worn out after a few washes” can be translated into an outcome like “Increase the resistance of trousers to fading and wear from laundering.” This process of translation requires a keen understanding of how to interpret customer language into specific, actionable outcomes that can guide product development.

Prioritize Outcomes for Further Analysis

With a comprehensive list of desired outcomes categorized and documented, the next step is to prioritize these outcomes based on their potential impact on customer satisfaction and their relevance to your product strategy. This prioritization can be initially based on factors such as the frequency of mentions during interviews, perceived importance to customers, and alignment with the brand’s value proposition. This prioritized list of outcomes will serve as a critical input for the subsequent steps in the innovation process, guiding where to focus efforts for product development and enhancement.

Capturing desired outcomes is a meticulous process that requires careful planning, skilled interviewing, and thoughtful analysis. This step is where the voice of the customer begins to crystallize into specific, actionable insights that can drive meaningful innovation. By effectively capturing and prioritizing customer outcomes, manufacturers of casual trousers can ensure that their innovation efforts are focused on areas that will deliver the most value to their customers, setting the stage for the development of truly differentiated and desirable products.

Step 3: Organize and Categorize Outcomes

Once the desired outcomes have been captured through meticulous customer interviews, the next critical phase in the innovation process for manufacturers of casual trousers involves organizing and categorizing these outcomes. This step is pivotal for making sense of the vast amount of qualitative data collected and transforming it into actionable insights that can guide product development. Here’s how to effectively organize and categorize outcomes to uncover innovation opportunities.

Compile a Comprehensive List of Outcomes

Start by compiling all the outcomes identified during the customer interviews into a single, comprehensive list. This list will likely be extensive, reflecting the diverse needs and desires of your customer base. It’s important to ensure that this compilation captures the full range of expressed outcomes, from the most common to the more unique or nuanced ones, as innovation can often be found in addressing less obvious customer needs.

Remove Redundancies and Normalize the Data

Given the qualitative nature of the data collected, there will inevitably be redundancies and variations in how similar outcomes are expressed by different customers. The next step is to carefully review the list to identify and consolidate duplicate or very similar outcomes. This process, known as data normalization, involves rephrasing outcomes in a consistent format while retaining the essence of what customers are seeking. The goal is to distill the data into a set of unique, clearly articulated outcomes.

Categorize Outcomes into Relevant Themes

With a normalized list of unique outcomes, the next task is to categorize them into relevant themes or domains. These categories should reflect the broad areas of customer needs and desires related to casual trousers, such as Comfort, Style, Durability, Functionality, and Sustainability. Categorizing outcomes helps in identifying patterns and areas where customer needs are not fully met by current offerings. It also facilitates targeted innovation efforts, allowing teams to focus on specific aspects of the product that are most critical to customer satisfaction.

Prioritize Outcomes Based on Potential Impact

Once the outcomes are categorized, it’s crucial to prioritize them based on their potential impact on customer satisfaction and market differentiation. This involves assessing the importance of each outcome to the customer, as well as evaluating the current level of satisfaction with existing products in the market. Outcomes that are highly important to customers but poorly addressed by current offerings represent significant opportunities for innovation. This prioritization can be informed by additional customer feedback, market research, and internal assessments of feasibility and strategic fit.

Engage Cross-Functional Teams in the Analysis

Organizing and categorizing outcomes should not be a siloed effort. Engaging cross-functional teams—including product development, marketing, sales, and customer service—in this phase can provide multiple perspectives on the data and help identify the most promising opportunities for innovation. These teams can contribute insights on technical feasibility, market trends, brand alignment, and potential challenges, ensuring that the prioritization of outcomes is well-rounded and grounded in the reality of bringing new products to market.

Document and Share the Insights

The final step in organizing and categorizing outcomes is to document the insights gained and share them across the organization. This documentation should include the comprehensive list of outcomes, the rationale behind the categorization and prioritization, and any initial ideas for addressing these outcomes through product innovation. Sharing these insights ensures that all relevant teams are aligned on customer needs and can collaborate effectively on developing solutions that address the most critical unmet needs.

Organizing and categorizing the outcomes is a foundational step in translating customer needs into tangible innovation opportunities. By systematically analyzing the desired outcomes expressed by customers, manufacturers of casual trousers can focus their product development efforts on areas that will have the greatest impact on customer satisfaction and market success. This structured approach ensures that innovation efforts are not only customer-centric but also strategically aligned with the company’s goals and capabilities.

Step 4: Rate Outcomes for Importance and Satisfaction

After identifying, normalizing, and categorizing the desired outcomes from customer interviews, the next critical step in the innovation process for manufacturers of casual trousers involves rating these outcomes for importance and satisfaction. This step is essential for quantifying the degree to which each outcome matters to customers and how well current market offerings meet these needs. By understanding where the gaps between importance and satisfaction lie, manufacturers can pinpoint the most significant opportunities for innovation. Here’s a detailed guide on how to rate outcomes for importance and satisfaction.

Develop a Quantitative Survey

The process begins by developing a quantitative survey designed to measure the importance of each identified outcome to the customer, as well as their current level of satisfaction with how those outcomes are being met by existing products. The survey should be structured to ensure clarity and ease of understanding, with each outcome presented in a consistent format. Likert scales (1-5 or 1-10), ranging from “not important at all” to “extremely important” for importance and “not satisfied at all” to “extremely satisfied” for satisfaction, are commonly used for this purpose. Including open-ended questions can also provide additional insights into why certain outcomes are rated as they are.

Select a Representative Sample of Customers

For the survey results to be meaningful and actionable, it’s crucial to select a representative sample of your target market. This sample should include a mix of current customers, potential customers, and those who have chosen competitors’ products. The goal is to capture a broad range of perspectives on the importance and satisfaction levels related to each outcome, ensuring that the findings are robust and reflective of the market at large.

Conduct the Survey and Collect Data

With the survey developed and the target sample identified, the next step is to conduct the survey and collect data. This can be done through various means, such as online surveys, phone interviews, or in-person questionnaires. The method chosen will depend on the preferences and behaviors of the target customer base, as well as logistical and budgetary considerations. Ensuring a high response rate is critical for gathering a sufficient amount of data to make reliable inferences about the importance and satisfaction levels across the customer base.

Analyze the Data to Identify Gaps

Once the data has been collected, the analysis phase begins. This involves calculating the average importance and satisfaction scores for each outcome and identifying gaps where the importance of an outcome is high, but the satisfaction level is low. These gaps represent the unmet needs within the casual trousers market and are the areas where innovation can have the most significant impact. Advanced statistical techniques, such as gap analysis or importance-performance analysis, can be used to prioritize these opportunities based on the size of the gap and the potential for differentiation and value creation.

Visualize the Findings for Easy Interpretation

Visualizing the survey findings can greatly aid in interpreting the data and making strategic decisions. Tools like importance-satisfaction matrices plot the outcomes in a two-dimensional space, with importance on one axis and satisfaction on the other. Outcomes that fall into the high importance, low satisfaction quadrant are visually identified as high-priority areas for innovation. These visual tools can be instrumental in communicating findings to stakeholders and aligning cross-functional teams around the innovation priorities.

Use Insights to Drive Innovation Strategy

The final step involves using the insights gained from the importance and satisfaction ratings to inform the innovation strategy. This means focusing product development efforts on designing new features, enhancements, or entirely new products that address the identified unmet needs. It also involves considering how to communicate these innovations to the market, emphasizing how they meet previously unmet customer desires and create added value.

Rating outcomes for importance and satisfaction provides a data-driven foundation for targeting innovation efforts where they can have the most significant impact on customer satisfaction and market differentiation. For manufacturers of casual trousers, this step ensures that resources are allocated efficiently, focusing on developing products that not only meet but exceed customer expectations, thereby driving growth and competitive advantage.

Step 5: Innovate Based on Unmet Needs

Having systematically identified and prioritized customer outcomes through rigorous analysis of importance and satisfaction, manufacturers of casual trousers are now positioned to focus their innovation efforts on addressing these unmet needs. This final step is where insights translate into actionable product development and marketing strategies, setting the stage for the introduction of compelling new offerings to the market. Here’s how to effectively innovate based on the identified unmet needs.

Identify High-Priority Innovation Opportunities

Start by focusing on the outcomes that have been identified as having the largest gaps between importance to customers and their satisfaction with current market offerings. These outcomes represent the most significant unmet needs and, therefore, the highest-priority opportunities for innovation. It’s essential to cross-reference these opportunities with the company’s strategic goals, capabilities, and market positioning to ensure that the innovations pursued are feasible and aligned with the brand.

Develop Concepts Addressing Unmet Needs

With the high-priority innovation opportunities in hand, the next step is to brainstorm and develop product concepts that specifically address these unmet needs. This involves collaborative efforts from cross-functional teams including product design, engineering, marketing, and customer insights. The goal is to conceptualize products that not only meet the identified needs but do so in a way that is distinct from competitors and resonant with the brand’s identity. For casual trousers, this might involve innovations in materials for enhanced durability, design tweaks for improved comfort, or technology integration for added functionality.

Prototype and Test with Target Customers

Once initial product concepts are developed, create prototypes and test them with a segment of your target customers. This testing phase is crucial for gathering feedback on how well the new concepts meet the identified unmet needs, as well as for identifying any areas for improvement. Customer feedback at this stage can be invaluable in refining product designs before they go to market. Ensure that the testing process captures both quantitative and qualitative feedback, providing a well-rounded view of the product’s potential impact.

Refine Based on Feedback

Use the feedback gathered during the testing phase to refine and iterate on the product concepts. This may involve making adjustments to the design, materials, fit, or other features to better address the unmet needs. It’s a process of continuous improvement, where each iteration brings the product closer to something that will truly resonate with the target market. This iterative process should continue until there is confidence that the new product not only meets but exceeds customer expectations.

Plan for Market Introduction

With the final product concept refined and ready for production, the focus shifts to planning for its introduction to the market. This involves developing marketing strategies that highlight how the new offering addresses the previously unmet needs identified through your research. Crafting compelling narratives around the innovation process and the customer insights that drove product development can be particularly effective in engaging potential buyers. Additionally, consider the best channels for reaching your target audience, pricing strategies that reflect the value added by the innovation, and any potential partnerships or promotions that could support the launch.

Monitor Performance and Iterate

After the new product is launched, it’s crucial to monitor its performance closely in the market. This includes tracking sales, customer feedback, and any other relevant metrics to assess how well the product is meeting the identified needs. Use this data to make further refinements to the product or its market positioning as needed. The innovation process doesn’t end with the launch; it’s a continuous cycle of listening to customers, identifying unmet needs, and iterating on product offerings to better meet those needs over time.

Innovating based on unmet needs is a powerful approach for manufacturers of casual trousers to differentiate their products in a crowded market. By focusing on the specific outcomes that customers are seeking but not finding in existing offerings, companies can develop truly innovative products that meet latent demands. This customer-centric approach to innovation not only leads to the development of products that are more closely aligned with customer desires but also fosters a stronger connection between the brand and its customers, ultimately driving growth and market success.


The journey from recognizing the need for innovation in the casual trousers market to implementing a customer-centric innovation strategy is both challenging and rewarding. By focusing on understanding and quantifying unmet customer needs through a systematic, outcome-based approach, manufacturers can uncover deep insights that drive meaningful innovation. This process, detailed through the steps of developing an outcome-based customer interview strategy, capturing desired outcomes, organizing and categorizing these outcomes, rating them for importance and satisfaction, and finally, innovating based on these unmet needs, represents a comprehensive roadmap for turning customer insights into competitive advantage.

The significance of this approach lies in its fundamental shift from product-centric to customer-centric innovation. Traditional methods, which often rely on customer suggestions for specific features or solutions, may lead to incremental improvements. However, by delving deeper into the outcomes customers truly desire, manufacturers can achieve breakthrough innovations that resonate on a deeper level with their target audience. This shift not only leads to the development of products that more accurately meet customer needs but also fosters a culture of empathy and customer understanding within the organization.

The application of this methodology in the context of casual trousers has illustrated its potential to transform standard product development practices. By systematically identifying, prioritizing, and addressing unmet needs, manufacturers can introduce products that offer unique value propositions. These innovations can range from new materials that enhance comfort and durability to design modifications that improve fit and functionality, all rooted in a profound understanding of what customers are truly seeking.

Moreover, this customer-centric approach to innovation has broader implications beyond product development. It influences marketing strategies, allowing brands to communicate more effectively with their audience by highlighting how their products meet deeply felt needs. It also impacts customer service and the overall brand experience, as companies become more attuned to the desires and expectations of their customers.

In conclusion, the journey of innovation driven by unmet customer needs is an ongoing process of learning, adaptation, and growth. For manufacturers of casual trousers, and indeed for businesses in any sector, adopting an outcome-based approach to innovation offers a pathway to not only survive but thrive in competitive markets. By continually engaging with and learning from customer feedback, companies can ensure that their innovation efforts remain relevant and impactful. This customer-centric approach to innovation not only leads to the development of superior products but also builds stronger, more meaningful relationships with customers, ultimately contributing to sustained success in the market.

Sample Interview Questions for Outcome-Based Customer Interviews

Creating a set of thoughtfully crafted interview questions is essential for uncovering the deep, unmet needs of customers in the casual trousers market. These questions should be open-ended to encourage detailed responses and should aim to explore the entire customer experience, from the search and purchase process to the use and eventual replacement of the product. Here is a sample list of interview questions designed to elicit rich, insightful information about customer desires and outcomes.

Understanding the Purchase Decision

  1. Can you walk me through the last time you purchased casual trousers? What were the most important factors that influenced your decision?
    • This question aims to understand the customer’s decision-making process and the attributes they value most.
  2. What challenges have you faced when shopping for casual trousers?
    • Identifies pain points in the purchasing process, potentially highlighting areas for innovation in product availability, sizing, or information.

Exploring Use and Experience

  1. Describe a time you were particularly satisfied with your casual trousers. What made that experience stand out?
    • Helps identify specific attributes or features that contribute to customer satisfaction.
  2. Have you ever been disappointed by casual trousers you’ve owned? What happened?
    • Reveals potential product shortcomings or unmet expectations that could inform innovation.
  3. In what contexts do you typically wear casual trousers, and how do those settings influence what you look for in a pair?
    • Provides insights into the functional and aesthetic needs of customers based on their lifestyle and usage scenarios.

Delving into Desired Outcomes

  1. If you could change one thing about the casual trousers you own, what would it be and why?
    • Directly targets potential areas for product improvement or innovation.
  2. Can you describe your ideal pair of casual trousers? What features or qualities would they have?
    • Encourages customers to envision their perfect product, providing clues to unarticulated needs.
  3. How do you decide when it’s time to replace a pair of casual trousers, and what are you looking for in a new pair at that time?
    • Sheds light on the factors that contribute to product lifecycle and repeat purchase decisions.

Seeking Emotional and Psychological Outcomes

  1. How do you want to feel when you wear casual trousers?
    • Aims to capture the emotional and psychological outcomes customers seek, such as confidence, comfort, or belonging.
  2. Are there any social or environmental considerations that influence your choices in casual trousers?
    • Explores broader outcomes related to sustainability, ethics, and social identity that could drive product innovation.

Looking for Innovation and Improvement

  1. Is there anything you wish casual trouser manufacturers would do differently, whether in product design, availability, or otherwise?
    • Invites suggestions for innovation across all aspects of the product and purchase experience.
  2. Have you seen features in other clothing items that you wish were available in casual trousers?
    • Opens the door to cross-category innovation by identifying features or attributes from other products that could enhance casual trousers.

These sample questions are designed to explore a wide range of customer experiences and desires, providing a rich foundation for identifying and prioritizing outcomes that can drive meaningful innovation in the casual trousers market. The key to successful outcome-based interviews lies in active listening, follow-up questions, and the ability to probe deeper into the reasons behind customer preferences and behaviors.

Outcome Rating Survey Example Template for Casual Trousers

This template is designed to help manufacturers of casual trousers quantify the importance of different customer outcomes and their satisfaction with current market offerings. By assessing both dimensions, manufacturers can identify gaps where customer needs are not fully met, guiding innovation and product development efforts.


Purpose of the Survey:
This survey aims to understand your preferences and experiences with casual trousers. Your feedback is invaluable in helping us innovate and improve our products to better meet your needs.

For each statement below, please rate its importance to you when choosing casual trousers and your satisfaction with how well your current trousers meet this need. Use the following scales for your responses:

  • Importance:
    1 – Not at all important
    2 – Slightly important
    3 – Moderately important
    4 – Very important
    5 – Extremely important
  • Satisfaction:
    1 – Not at all satisfied
    2 – Slightly satisfied
    3 – Moderately satisfied
    4 – Very satisfied
    5 – Extremely satisfied

Survey Questions

  1. Comfort and Fit
    • The trousers fit comfortably for long periods.
      • Importance: [ ]
      • Satisfaction: [ ]
    • The waistband adjusts without pinching or restricting movement.
      • Importance: [ ]
      • Satisfaction: [ ]
  2. Durability
    • The material withstands regular wear and washing without losing color or texture.
      • Importance: [ ]
      • Satisfaction: [ ]
    • Seams and stitches remain intact and strong over time.
      • Importance: [ ]
      • Satisfaction: [ ]
  3. Style and Appearance
    • The design is modern and aligns with current fashion trends.
      • Importance: [ ]
      • Satisfaction: [ ]
    • Available in colors and patterns that match my personal style.
      • Importance: [ ]
      • Satisfaction: [ ]
  4. Functionality
    • Pockets are secure and conveniently placed for easy access.
      • Importance: [ ]
      • Satisfaction: [ ]
    • Suitable for a variety of occasions, from casual to semi-formal.
      • Importance: [ ]
      • Satisfaction: [ ]
  5. Material and Sustainability
    • Made with eco-friendly materials that are sustainable and environmentally friendly.
      • Importance: [ ]
      • Satisfaction: [ ]
    • The fabric feels good against the skin and is made from hypoallergenic materials.
      • Importance: [ ]
      • Satisfaction: [ ]
  6. Value for Money
    • Offers good value for the price in terms of quality and durability.
      • Importance: [ ]
      • Satisfaction: [ ]
    • The brand offers promotions, discounts, or loyalty programs that enhance value.
      • Importance: [ ]
      • Satisfaction: [ ]