The importance satisfaction framework for prioritizing needs

Importance is a problem space concept that measures how valuable a need is to a customer. Satisfaction is a solution-space concept that measures how happy a customer is with a particular solution.

Low Importance Needs are not worth pursuing as they won’t create enough customer value.

High Importance and High Satisfaction Needs are cases where users are satisfied with the existing solutions in the market. A good example is Microsoft Excel, which has a stable feature set and no significant competition.

High Importance Low Satisfaction Needs are an excellent opportunity to create customer value. This is because the need for them is high, and current products don’t meet customer expectations. Disruptive innovations usually emerge from this segment.

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