Market research is used to understand customer needs, behaviors, perceptions and preferences. Its purpose is to help you to make the right decisions regarding your product and marketing mix. However, when the research turns up unexpected findings, a change in course with your product and marketing mix may be needed to achieve success. How you communicate and manage these findings will be critical to achieving a payoff from the discovery.


Managing Surprises from Market

Research

---------------Members Only Roundtable-------------------------
Wednesday, October 1st 2008 from 5:30 p.m. to 8 p.m.

In this PSN members-only roundtable, two experienced practitioners - Joan Tesla, Director of Marketing at Confluence, and Jim McKenzie, Product Manager at Philips-Children Medical Ventures (formerly Respironics), will recount their experiences with market research projects that produced results that were unanticipated - and which were important to their companies. They will discuss their practices for successful managing the results as well as pitfalls to avoid. We will start the Member Roundtable meeting by asking the questions below, but you will have ample opportunity to address your specific questions.

We will start the Member Roundtable meeting by asking the
questions below.

• Before you begin a market research project, how do you set reasonable expectations of the results? What should you avoid?
• If you discover something that was surprising, how do you manage the communication of these findings?
• What are some obstacles that you can expect to hear from people who are resistent to the findings?
• What can you do to ensure the unexpected findings are accepted and acted upon?
• What are effective ways to deal with surprises that could impact a product in development and its release schedule? Are there any contingency actions that you can plan in advance of the research?
• How do you handle unexpected findings from customers and from sales when they are in conflict?
  
  You will have ample opportunity to ask the practice masters your specific questions throughout the roundtable meeting and get useful advice, answers and ideas.

About the Practice Masters:

Joan Tesla is the Director of Marketing for Confluence, a provider of investment data management software solutions. Previously, Ms. Tesla led marketing for Haley Systems, a software provider for business rules management. Prior to that, she led strategic branding efforts as Vice President of Marketing for United Way of Allegheny County. Ms. Tesla has also held marketing management positions at ServiceWare, Federated In vestors and Eckerd Health Services. Ms. Tesla has a Master of Science degree in Marketing from Pennsylvania State University as well as an MBA from Robert Morris University.

Jim McKenzie is a Product Manager for Philips-Children Medical Ventures. He is responsible for the development, marketing and P&L for the neonatal jaundice product line. Currently Mr. McKenzie is repositioning the jaundice product line to meet Philips' global market needs and to support its long term growth strategy. Prior to joining Philips Children Medical Ventures, he was a Product Manager and then Director of Business Development at CombineNet. Mr. McKenzie holds a Bachelor of Science degree in Marketing Management from Clarion University.

Agenda:

5:30 pm-6:00 pm ---- Networking over food/beverages

6:00 pm-6:15 pm ---- Opening remarks and introductions

6:15 pm-7:45 pm ---- Moderated Q&A and discussion

7:45 pm-8:00 pm ---- Recap meeting takeaways

8:00 pm-8:30 pm ---- Additional networking

Fees:

This roundtable is limited to PSN Members only. Capacity is 20 attendees. PSN Members can attend at no charge. (See PSN Membership to join.)

Pre-registration is required.  PSN Members can register online or by sending an e-mail to: This e-mail address is being protected from spambots. You need JavaScript enabled to view it

After you register, you will receive further details for participating in this Roundtable event about one week prior to the program.

Cancellations:

Please let us know in advance if you need to cancel so we can open your seat for another member. Write to us at This e-mail address is being protected from spambots. You need JavaScript enabled to view it .

Questions:

Contact the PSN by e-mail at This e-mail address is being protected from spambots. You need JavaScript enabled to view it or by phone: 1-888-580-3329, ext. 2.

When:

Wednesday
October 1st 2008

Time: 5:30 p.m. to 8 p.m.

Where:

Rivers Club
One Oxford Centre
4th floor 

301 Grant St.
Pittsburgh, PA 15219  

Fees:

Free for PSN Members!
Pre-registration is required

Member Login:

Login to Access the PSN Member Exchange where you can find useful resources contributed by PSN members including templates, archived presentations, and replay webcast presentations.