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Voice of Customer Research for
Product Design
--------------------  Members Only Roundtable---------------------
Pre-registration is required and seating is limited.
Thursday, October 29, 2009 from 5:30 p.m. to 8:00 p.m.
Rivers Club at One Oxford Centre, 301 Grant St., Pittsburgh, PA 15219
Voice-of-customer (VOC) research can be very valuable for the product team to design concepts, prototypes, and products that meet the needs of customers in the marketplace. Effective VOC research benefits comes from advanced planning, buy-in from the entire product team, and alignment with the business goals.
In this PSN Member roundtable meeting, we have invited 2 experienced practitioners to share their practices, tips, and lessons learned in using the voice-of-customer during the product design and development phases. Prakash Somasundaram, Product Design Analyst - New Ventures at Vocollect, and Bill Barlow, Senior Principal Engineer with Medrad will answer our questions and yours during this interactive discussion.
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How does your product development teams use VOC research findings to generate solution concepts?
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What are your best practices for conducting VOC research to produce actionabale, relevant information for the product team?
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Who is involved with conducting VOC research and when?
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How do you balance meeting business goals and the needs of customers?
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How do you use VOC research in building prototypes and validate your designs?
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What experiences and insights can you share with integrating VOC research with prototyping?
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How and when should simulated trials be conducted?
Who Should Attend?
Product Managers, Product Planners, Product Development/Design Managers, Business Analysts, Program Managers; directors and Vice Presidents of these functions; and related functions involved in research planning and developing products.
Agenda
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5:30 – 6:00 Networking over food/beverages
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6:00 – 6:15 Introductions
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6:15 – 8:00 Moderated Discussion & Q&A
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8:00 – 8:30 Additional networking
About the Panelists:
 Bill Barlow
Senior Principal Engineer, MEDRAD
Bill (Linked In) has twenty years of bringing new products to market covering medical, industrial controls, and electrical protection industries. He has been a design engineer, R&D coordinator, Engineering Supervisor, and Chief Engineer. He recently traveled to Germany and Japan to gather voice of customer requirements for the next generation cardiovascular injector system for Medrad. His work has led to a Plant Engineering product of the year, MP-3000 motor protection relay and a patent for the Avanta Cardiovascular injection system. He was awarded with the 1997 Marketing Award for customer focus when he created product simulation tools for gathering customer feedback and validation of new product concepts.
Mr. Barlow earned his BSEE at The Pennsylvania State University and his MSEE from the University of Pittsburgh
 Prakash Somasundaram
Product Design Analyst, Vocollect
Prakash Somasundaram (Linked In) is a Product Design Analyst at Vocollect. As part of the New Ventures Team he has worked with multidisciplinary teams to understand market opportunities and user needs, develop product concepts and prototypes and initiate commercial/ industrial beta testing. His focus has been on the front end of the innovation process that includes design research, opportunity mapping and concept development. Prior to joining Vocollect, Mr. Somasundaram’s experience includes new product development and consulting projects with Siemens Information Systems, International Truck and Engine, Infosys Technologies, and Sima Products Corp.
Mr. Somasundaram received his Masters in Product Development from Carnegie Mellon University and his Bachelor’s in Electrical Engineering from India. He currently has 4 patents pending and is a recent recipient of the Small Business Innovation Research grant from the National Science Foundation.
Eligibility:
This Roundtable is for PSN Members only. Registration is free and
pre-registration is required. Seating is limited.
Fee:
Free for PSN Members.
To Register:
Registration by October 28th is required.
PSN Members should register online using the link below, or send an e-mail to:
This e-mail address is being protected from spambots. You need JavaScript enabled to view it
with their full contact information. Confirmation of registration will be sent by e-mail.
Eligible non-members will need to become a PSN Member to attend this meeting.
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When:
Thursday,
Oct. 29, 2009
5:30 p.m. to
8:00 p.m.
Where:
Rivers Club at One Oxford Centre, 301 Grant St., Pittsburgh, PA 15219
Fees:
Free for PSN Members!
Pre-registration is required.
Registration by October 28th is required.
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