Customer Insight for

Product Leadership

Gaining the Accurate Insight that Leads to Winning Products

Introduction

The Market and Customer Insight for Product Leadership program provides powerful methods and tools to apply market research in order to develop market-leading products and services.

The program focuses on four of the most accurate and practical methods to identify customer needs, prioritize features and attributes, assess optimal pricing and estimate market demand. Through a combination of case studies, interactive exercises, and hands on experience with market research tools, product and marketing leaders will learn new skills in these four areas, including:

• Voice of the Customer - How to use interviews to gain deep insight into customer needs

• Customer Panels - How to gain ongoing, rapid insight and answer timely questions

• Online Surveys - How to get key strategic questions answered using online research

• Conjoint Analysis - How to understand the tradeoffs customers make in price and features

Program Summary

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PART 1: INTRO TO VOICE OF THE CUSTOMER

• Understanding customer needs, wants and desires

• Defining VOC Interviewing Goals

• Case Study: Develop a customer value pyramid for a

PART 2: INTERVIEWING CUSTOMERS

• Preparing for success

• Interviewing techniques

• Processing responses to drive decisions

• Exercise: Practice interviewing customers

PART 3: THE POWER OF CUSTOMER PANELS

• The roles and goals of optimal customer panels

• Setting up and maintaining great panels

PART 4: ONLINE INSIGHT TECHNIQUES

• Using cost-effective online tools

• Advanced online research tools

Download a complete outline here.

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Who Should Attend

Anyone who wants to get a solid foundation in how to gain customer insight to define products, create optimal marketing mixes or drive agile development programs. This is ideal for:

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• Product managers

• Product marketing managers

• Engineering leaders

• Software and IT professionals

• Business analysts

• Project and program managers

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What’s Included

The registration fee includes:

• A comprehensive E-book with tools, examples and key learnings

• Templates for VOC programs and interviewing customers

• Lunch and refreshments are also included

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Dorian Simpson

MBA. BSEE. Consultant. Author. Certified NPDP.

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ATT. Motorola. Intel.