Contact Professor Keith Goffin


Keith Goffin is Director of the Centre for Innovative Products and Services (CIPS). He has extensive experience of product development from both an industrial and an academic perspective. During 14 years with Hewlett Packard (HP) Medical Products he worked on the development of the world's most successful patient monitor and designed the marketing campaign that took defibrillators from 3% market share to market leadership within six months. Parallel to his work at HP he completed a part-time PhD and his findings on customer service have been applied in companies such as Ford and NCR. At Cranfield he teaches on MBA and executive programmes and is a visiting professor at business schools in France, Italy, Germany and Sweden. His research interests are innovation culture, project-to-project learning, and enhanced methods of market research-so-called 'hidden needs analysis'. He has published over one hundred articles in journals and newspapers such as the Journal of Product Innovation Management, Research-Technology Management and the Financial Times. The second edition of his book Innovation Management: Strategy and Implementation Using the Pentathlon Framework (with Professor Rick Mitchell) and his latest book Identifying Customers' Hidden Needs: Creating Breakthrough Products (with Fred Lemke and Ursula Koners) were 2010. He regularly acts as a consultant on innovation management to leading organisations. In May 2011 Keith was selected as the Financial Times Professor of the Week for his work on hidden needs.

Current activities

Current main research and consulting interests are:

Identifying corporate growth opportunities (through new products, services, and new business models).

Identifying barriers to innovation and breaking them down.

Identifying customers' hidden needs -- new methods for market research and developing breakthrough products and services.

Knowledge management in R&D.

Managing new product development.


Very active in supporting leading companies with innovation. Clients include:

Agilent Technologies













Articles In Journals

Conference Papers