In order to respond to rapidly changing market needs, the manufacturing industry must develop investments based on latent needs. Moreover, use of the Internet of Things (IoT) provides an opportunity to drive the creation of new value and to spark innovation. Therefore, the purpose of this study is to automate the derivation of the latent needs of users using prototypes via IoT in the development of new products. To that end, we first describe the conventional process. Next, we describe the process of the new automation system. Lastly, we compare the previous two, and considered the advantages and disadvantages of automation. The results have revealed a feasibility study for implementing the automated derivation of latent needs among prototype users. Furthermore, the results have shown that the number of persons surveyed increased and quality-assured latent needs were rapidly derived.