Need
What will be important for wheel loaders in the future? That was the question a manufacturer wanted to answer in the course of developing a new model. It was to be clarified which individual needs play a role and which requirement profiles exist for the corresponding machine type. In this way, target-oriented parameters were to be defined for the development department - as a basis for the specifications. A special challenge: the multinational orientation of the project with participants from different European countries and the USA.

Solution
For the customer needs analysis, we conducted numerous in-depth interviews. Both current and future requirements and wishes were queried. Pain and gain points as well as potential willingness to pay also played a role. The range of industries covered construction, industrial handling, recycling as well as agriculture and forestry.

Benefits
The insights gained into the technical requirements provided interesting insights into the parameters of the new development. Regarding all functions of wheel loaders - a wide range of wishes was revealed. The study also revealed specific differences between countries. This information was particularly helpful for market segmentation.