Products designed without considering the market are unsellable. Even a perfect sales strategy or price reductions do little in this case. The key to success lies in understanding the needs of the target audience. Arno Langbehn demonstrates this through his developed and tested method, tuwun® (tell us what you need). At the core of this process is comprehensive market research conducted through open, targeted interviews or group discussions in dialogue with customers. Based on this foundation, products are ultimately developed that are truly tailored to customer needs and for which they are willing to pay. This makes expensive and often inefficient market research agencies unnecessary. This book provides a quick introduction to the described method and delivers the essential foundational knowledge for effective product development.