About the Course:
Voice of the Customer research is a crucial step in launching any product. Voice of the Customer is a market research technique that produces a detailed set of customer wants and needs, organized into a hierarchical structure, and then prioritized in terms of relative importance and satisfaction with current alternatives. This session describes twelve mistakes that are commonly made when attempting to conduct Voice of the Customer research.
The following are among the issues discussed during this highly informative webinar:
- Developing new product development funnels
- Designing affinity diagrams
- The importance of conducting native language surveys
- Key success factors when adhering to the tenets of ethnography
- Best practices for developing a sampling plan
- Risks of over-relying on focus groups
- Determining how many interviews should be conducted with potential customers to ascertain various levels of customer needs
- Best practices for conducting traditional surveys to prioritize needs
- Insight into how to handle privileged information while conducting Voice of the Customer research
- The importance of receiving polarized feedback
- Evaluating how people use a product
- Understanding the time and resources that should be devoted to Voice of the Customer research
Course Leader: Gerry Katz, Executive Vice-President, Applied Marketing Science, Inc.
Gerry Katz is a recognized authority in the areas of new product development, design of new services, process innovation, and market research, with nearly 40 years of consulting experience. At AMS, he has led more than 300 major client engagements employing the Voice of the Customer (VOC), Quality Function Deployment (QFD), and a large number of other marketing science applications. His client assignments have covered a wide variety of industries, with particular emphasis on healthcare, medical technology, and commercial / industrial products. He is a former member of the Board of Directors of the Product Development & Management Association. He is also certified as a New Product Development Professional (NPDP) and is a senior contributing editor to Visions Magazine.
Prior to joining AMS, Gerry's experience included twelve years as a management consultant in marketing and market research with Management Decision Systems, Inc., five years in the computer software industry as Senior Vice President of Information Resources, Inc., and two years as Vice President and General Manager of Image Presentations, Inc., a specialized marketing communications firm.
Course Length: Approx. 1.5 hours
$295.00 PER USER
Purchase Now:
Need help purchasing this course? Please contact Neomi Barazani at 609-919-1895 ext. 100 or at info@bdacademy.com.