Still a lot of products are advertised and sold on the basis of their feature list. Marketing teams go out and ask consumers what new feature they require, and then return to the company to implore the technologist to provide them in the next release of the product. In the case of manifest and latent consumer needs and some conceptual ideas about new products this is feasible, however, if it comes to latent needs and non-existing products then traditional marketing methodologies do not suffice. How do we specify consumer requirements for products or features that do not even exist? This paper specifies a research methodology for next generation product developments on the basis of context-aware latent consumer needs.