106 Kellogg Insight A customer might say, “I don’t like this toothbrush because it doesn’t have a 30-second timer.” But the underlying customer need is wanting to know how much time to spend on various parts of your dental routine. “It’s very abstract. It’s very conceptual what the customer really wants. So this step is better done by humans, who can really learn and under - stand the human experience of other customers.” Featured Faculty Artem Timoshenko , Assistant Professor of Marketing at Kellogg Related Resources Read: People Are Tweeting about Your Products. Will It Boost Sales? Based on research from Artem Timoshenko