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Partially Fulfilled Needs
These are needs that are met through different products or services, but customers are not completely
satisfied and still have problems using them. For example, people always use taxi services like ola, uber and
auto-rickshaws to get to different places, but they struggle to find one on time and end up paying an extra
amount for it.

Unfulfilled and Known Needs
These needs are known to customers, but are not met by anyone in the market. For example, residents
of small towns had no electricity at all times, and therefore their children could not study after sunset. A
company recognised this problem and installed solar lamps, which are charged during the day and can be
used at night.

Unknown Needs
These are needs that people have but are not aware of or expect to be addressed by a business. For
example, 10 years ago people didn't know that online education is possible. However, through innovation,
entrepreneurs have found the technology to make it happen.
Certain aspects should be kept in mind while figuring out the above needs:

QUALITY QUANTITY

Quality & Quantity Price

Location Time

Conducting a Customer Survey
Surveying customers is an exercise entrepreneurs do to understand if there is a market for what they have
to offer. Through this survey, entrepreneurs try to find out if they meet the needs of their customers and also
understand what their preferences are. Surveying customers is one of the most effective ways to find out what
customers want. Surveying can be done by talking directly to customers and asking them questions.

Understanding Competitors
Before an entrepreneur starts a business, another important step in understanding the market is knowing which
other companies in the market offer the same product or service. This helps an entrepreneur understand the
competition he/she may face.

Design Thinking and Innovation XI
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