|Overview: Latent Need|
A customer need that isn't currently served by the market and isn't actively requested by customers.
A need that customers don't know they have.
6 Examples of Latent Need
John Spacey, updated on October 17, 2017
Latent need is a customer need that isn't currently served by the market and isn't actively requested by customers such that it is unlikely to surface in market research. It is often described as a need that customers don't know they have. The following are illustrative examples of a latent need. accomplish more with their time. In 1990, few customers would have asked for an integrated global network of information, entertainment, commerce and communication but this is what they got with the commercialization of the internet beginning in the mid-1990s. market research. However, leaps forward in usability such as cut-and-paste and pinch-to-zoom weren't obvious needs before their introduction.customer experience of a product, service or environment. For example, the introduction of pervasive games that merge reality with digital game elements generated significant customer demand but wasn't something customers were asking for before its introduction. Customers commonly asked for virtual reality but not mixed reality. digital twin that is used to manage infrastructure.quality of life. For example, customers might be happy with concrete walls until they see a green wall for the first time.
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