After attending the training, you will know how to conduct your own Voice of the Customer studies.
Waltham, MA (PRWEB) March 8, 2010
Gerry Katz, Executive Vice President of Applied Marketing Science, will teach the course "Voice of the Customer in Business Markets" on April 20-21, 2010 in the Pittsburgh area. This training will teach you how to gather, analyze, and effectively use Voice of the Customer in your own new product development initiatives. After completing this seminar, you will:
- Clearly understand the true definition of Voice of the Customer
- Have a well thought out plan for your own VOC project(s)
- Understand both the qualitative and quantitative parts of VOC
- Know how to design a sample and write an interview guide
- Be ready to interview customers yourself
- Be able to analyze the mountain of data that results from a good VOC study
- Know how to use that information to set priorities and make better new product development decisions
The fee for the two-day course is $1,500 for ISBM Members and $2,500 for non-members. For more information or to register, please visit the ISBM website at http://www.isbm.smeal.psu.edu.
About the Instructor
Gerry Katz is a recognized authority in the areas of new product development, design of new services, product marketing, and market research, with nearly 35 years of consulting experience. At AMS, he has led more than 100 major client engagements employing The Voice of the Customer (VOC), Quality Function Deployment (QFD), and a large number of other marketing science applications. He is a former member of the board of directors of the Product Development & Management Association (PDMA), the world's leading professional society devoted to the study and practice of developing and commercializing new products and services. He is also certified as a New Product Development Professional (NPDP) and is a contributing editor to Visions magazine. He is the author of several award-winning papers, and received the William O'Dell Prize from the American Marketing Association in 1988. Gerry holds a B.S. in Management Science from the University of Rochester and an S.M. in Management from MIT.
About Applied Marketing Science
Applied Marketing Science is one of the leading Voice of the Customer consulting companies in the world, with proven methodologies for gathering the Voice of the Customer, training and coaching clients in VOC methods, and brainstorming using state-of-the-art, web-based tools. Over the past twenty years, we have helped hundreds of clients in a broad range of industries incorporate “best practices” into their product development processes. Founded in 1989 with roots in the MIT Sloan School, AMS offers an array of services to meet client needs, and specializes in developing customized solutions for each situation.
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