THE INFLUENCE OF CUSTOMER NEEDS ON INNOVATION
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THE INFLUENCE OF CUSTOMER NEEDS ON INNOVATION
This study explored the influence of customer needs on innovation, focusing on objectives to assess how understanding customer needs drives innovation, evaluate its impact on product development, and determine its role in competitive advantage. A survey research design was utilized to capture comprehensive data from a broad sample, providing robust findings. Taro Yamane’s formula was used to determine a sample size of 340 respondents from the technology sector in Lagos. The reliability coefficient score for the survey was 0.88, indicating strong reliability. Findings indicated that understanding customer needs is crucial for driving innovation, product development, and maintaining competitive advantage. Recommendations include investing in customer research and leveraging insights to drive continuous innovation and market relevance.
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