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In qualitative research, particularly within the context of understanding market needs, it's essential to capture a representative sample of the target customer base. The indication that 30 customers can often represent 90% of market needs is grounded in the principle of diminishing returns in qualitative sampling.

As researchers collect feedback and insights, the responses begin to converge, meaning that after reaching a certain number of interviews or data points, the additional insights gained become less impactful. Typically, around 30 interviews can often reveal a wide range of perspectives and capture the majority of the most critical needs and pain points among a customer segment. This number strikes a balance between gaining varied insights and the practical limitations of time and resources involved in qualitative research.

On the other hand, while fewer interviews could seem sufficient, they may not encompass the diversity of customer needs, potentially leading to an incomplete understanding of the market. Conversely, significantly larger groups might provide diminishing returns in terms of new insights and require disproportionately more effort and time without a corresponding increase in understanding. Thus, aiming for around 30 customers is a commonly accepted practice for maximizing the value derived from qualitative studies in assessing market needs.