Applied Marketing Science Executive VP Gerry Katz to Speak at ISBM Event

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Gerry Katz, Executive Vice President of Applied Marketing Science, has been invited to deliver a 2-day program on "Voice of the Customer for Business Markets" for the Institute for the Study of Business Markets (ISBM) on October 15-16 in Philadelphia. A recognized authority in the areas of new product development, design of new services, product marketing, and market research, Mr. Katz has more than 30 years of consulting experience.

Gerry Katz, Executive Vice President of Applied Marketing Science, has been invited to deliver a 2-day program on "Voice of the Customer for Business Markets" for the Institute for the Study of Business Markets (ISBM) on October 15-16 in Philadelphia. In this course, participants will learn how to gather, analyze, and effectively use the Voice of the Customer in their own new product development initiatives. Participants should complete the seminar with the skills to:

  • understand the true definition of Voice of the Customer
  • develop plans for their own VOC project
  • understand both the qualitative and quantitative parts of VOC
  • know how to design a sample and write an interview guide
  • interview customers
  • analyze the data that results from a VOC study
  • use VOC information to set priorities and make better new product development decisions

About the Speaker
Gerry Katz is a recognized authority in the areas of new product development, design of new services, product marketing, and market research, with more than 30 years of consulting experience. As Executive Vice President of Applied Marketing Science, he has led more than 100 major client engagements employing The Voice of the Customer, Quality Function Deployment (QFD), and numerous other marketing science applications. Gerry was formerly a member of the Board of Directors of the Product Development & Management Association (PDMA). He is also certified as a New Product Development Professional (NPDP) and is a contributing editor to Visions magazine.

About Applied Marketing Science
Applied Marketing Science is an established consulting firm with two distinct businesses: helping product development teams understand their customers' wants and needs for input into new product and service development; and assisting attorneys with consumer behavior and marketing issues in litigation using surveys and other techniques.

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