Workshop Overview

Uncovering the underlying challenges of customers and anticipating their needs are essential to creating products with unique benefits and compelling value. When you are working with unfamiliar markets, new technologies, or customers that are unable to articulate their needs, how can you gain this critical knowledge? The answer is through direct observation and interviewing of target users and buyers in their natural environment. You need to look for the right clues and ask the right questions. You need to understand
what they really do and why they do it.

In this PSN workshop, you will learn how customer observation and contextual interviewing can be powerful tools when used together on visits to customer sites. They help to clarify and focus product concepts, and to uncover unexpected problems and their causes. You will understand how to conduct the research, the types of information to collect, tools for analyzing the data, and how to map the findings to actionable customer requirements. You will have an opportunity to use the tools and techniques through cases and hands-on exercises.

Who Should Attend?

This workshop is for the professionals and managers who are responsible for investigating product opportunities and market needs, defining new products/solutions, and leading product development. This includes:

• Product planners
• Product managers
• Business development managers
• Market development managers
• Marketing managers
• Product development managers
• Innovation managers
• Business analysts

How Will You Benefit?

• Get greater insights and understanding of the customer’s unarticulated needs and underlying motivations
• Get product design and development that is focused on solving the problems that are most important to the customer
• Achieve a differentiated product that is valued by your target customers 

Contact Us for more information

This workshop is available as a private one or two day on-site workshop. 

Customer Testimonials:

"The workshop showed me how to get at the customer's underlying motivations and needs, as well as the technical and functional requirements, in our customer visits. As a result, we'll be able to provide the unspoken benefits that customers often don't know they need until they are made available." ---Mary Boone , Director of Market Development,
Plextronics

"Our product management team now has a formal method to ensure that we truly understand the needs of our market. With this, we can prioritize these needs and develop solutions that meet our customers stated and unstated expectations. Plus, as a result of taking the workshop as a team, our product managers will use the same approach to understanding customer needs." --- Dan Torrens, Vice President of Product Management, Confluence