Needs Roadmap Framework understanding and mapping needs in competitive markets

The paper presents the Needs RoadMap, a framework developed for the collection, analysis, understanding and organization of the needs, trends and tendencies inputs that arise from the Market. The framework represents a mapping on how a certain solution (product, service or bundle of both) can create value by means of its different applications, considering also the future trend of evolution of consumers’ needs. A specific case in the healthcare market will be presented and discussed in order to illustrate the methodology and the major pillars of the framework and to demonstrate its applicability in a real context. Results show how its use fosters an improvement of companies’ market knowledge providing companies providing a clear view of the strategic product/service innovations based on future clients’ needs.