The Future of services: Uncovering latent needs through trend analysis

A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics

Reflecting an increased interest in service design and service science, this study develops a perspective that unites the Service Dominant Logic, the principles of service design and the foundations of market orientation in a triangular relationship. In this approach, the premises of the SD logic are used to provide support and structure to the principles of service design and market orientation. This perspective is used as a backdrop for the discovery of latent needs. Using an unconventional sample of primary school pupils, customer journey maps and critical incidents were created. The application of these service design tools generated insights into their needs, which could be categorized into themes and-overarching value dimensions. Four dimensions of value were uncovered, namely a Physical, Social, Utilitarian and Hedonic Dimension. The analysis of the correlation of these themes and dimensions leads the development of a number of propositions regarding their relationships.