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A methodology for identifying and understanding better customer hidden needs as an input into the new product development process is presented. Specifically, a modified Repertory Grid Technique (RGT) approach is developed and implemented using an exploratory yet purposive sample of 27 customers of a global automotive brand in China. The method, in a cognitive way, shows how customers perceive products by information from personal elements, personal constructs and ratings. The research, accordingly, has designed an integrated approach that facilitates access to customers' cognitions and perceptions. The method therefore enables market researchers and new product developers to identify and evaluate better important innovative product attributes and ultimately examine their influences on customer satisfaction. The analytical method not only helps identify the most significant hidden needs, but also provides a framework for the categorization of attributes for effective product development. [ABSTRACT FROM AUTHOR]