Lesson 2.3 — Methods for Identifying Unmet Needs
Content
This lesson presents three proven methodologies for identifying and prioritising unmet needs, and walks through each step of a structured 5-step process.
What you will learn:
— Three core methodologies: (1) Voice of the Client/Customer, (2) 5-Step Needs Identification Process, (3) WIBGIF (“Wouldn’t It Be Great If…”)
— Voice of the Client in detail: five engagement formats — informal meetings (internal brainstorming starting point), senior management workshops (strategic approval and financial resources), focus groups (cross-organisational, can include external experts), surveys (email, online, phone), and customer workshops
— The 5-Step Needs Identification Process: Step 1 Preparation (define scope — departments, boundaries, timeframe; set objectives — decisions, audience, detail level; involve procurement early — legal constraints, budget, timeline); Step 2 Stakeholder Engagement (identify four stakeholder types: end-users, decision-makers, technical experts, procurement officers; apply four engagement principles: explain purpose, respect time, listen more than you talk, document everything); Step 3 Gathering Methods (interviews for deep insight, workshops for consensus, surveys for broad reach, observation for unstated needs); Step 4 Analysis (look for patterns, validate findings across sources, document need statements in functional terms with supporting evidence); Step 5 Prioritisation (three-dimensional framework: Urgency × Impact × Feasibility = Priority)
— The prioritisation matrix with four levels for each dimension (Urgency: Critical/High/Medium/Low; Impact: Transformational/Significant/Moderate/Minor; Feasibility: High/Medium/Low) illustrated with four example needs: emergency response coordination (Priority 1), data analytics dashboard (Priority 2), mobile field reporting (Priority 3), advanced predictive tool (Priority 4)
— Asking the right questions: challenge-focused (“What prevents you from achieving X?”, “Where do current processes break down?”), outcome-focused (“What would success look like?”, “What capabilities are you missing?”), and what to avoid (❌ solution-leading questions like “Would AI help?” vs. ✅ “How do you currently handle this?”)
— The critical role of procurement from the beginning: at specific level (realistic specs, structure to stakeholder input, prevent over/under-specification) and at strategic level (risk and contract strategy, sourcing alignment, market intelligence, avoiding rework and non-compliance)

