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Using Voice of Customer Research
to Develop “On-Target” Products
--------------- PSN Talkcast ---------------
Tuesday, November 10, 2009
12:00 – 1:00 p.m. Eastern Time
By telephone or VoIP
Free for PSN Members & Non-members
Pre-registration by on/before November 9th is required
Live Q&A interview with 2 PSN Members:
Jennifer Lachenman, Sr. Product Manager, Rosetta Stone
Jeff Thompson, Strategic Marketing Manager, McKesson Automation
Voice-of-customer research, VOC, includes a family of direct and indirect customer research techniques used in creating new products. It can be a particularly powerful tool for eliciting customer needs, validate designs and to build prototypes. However, effective VOC research requires an understanding of the benefits and limitations of the various techniques, advance planning, and buy-in from the entire product team.
In this PSN Talkcast, we have invited two practitioners to share their tested practices, useful tips, and lessons learned in using VOC to deliver high quality products: Jennifer Lachenman, Senior Product Manager for International Consumer Products with Rosetta Stone and Jeff Thompson, Strategic Marketing Manager with McKesson Automation.
We will start the Talkcast by asking the questions below, and all participants will have ample opportunity to ask their specific questions and get ideas and advice:
- What VOC research methods have you used? What do you find to be their strengths and limitations?
- How do you determine which VOC techniques to use?
- How do you select which customers to participate?
- How do you develop RFPs for outsourcing VOC research?
- Who should be involved and when should they get involved?
- How do you incorporate the VOC results into your product development and marketing plans?
- What are some considerations for conducting VOC in foreign countries?
- What tips can you share for effectively communicating the findings?
Who Should Attend?
Professionals, managers and executives in product management, product planning, product development, market research, business analysis, business development, strategic marketing, program management and related functions will find this program to be valuable.
About the Panelists
 Jennifer Lachenman
Sr. Product Manager
Rosetta Stone
Jennifer Lachenman is Senior Product Manager for International Consumer Products at Rosetta Stone. With over 12 years of experience in the development and marketing of software solutions in both B2B and B2C markets, she has a unique and broad perspective on VOC research and how to use it to create resonance in product designs and marketing messages. She has conducted and led VOC research activities in the US, Asia Pacific and in Western Europe including individual interviews, focus groups and the design and execution of quantitative analysis. Ms. Lachenman earned her BA from Seton Hill University and her MBA from the University of Phoenix.
 Jeff Thompson (PSN Member Profile)
Strategic Marketing Manager
McKesson Automation
Jeff Thompson is Strategic Marketing Manager with McKesson Automation where he has served in marketing roles since 2006. Prior to joining McKesson, he was with MEDRAD for fourteen years where he served in both up steam and down stream marketing positions. Mr. Thompson has contracted, lead research teams, and personally conducted a wide range of VOC research in the B2B markets including focus groups, observation, and quantitative studies. He holds several US patents that arose from research efforts and has earned an MBA and BA from Illinois Benedictine University.
Fees & Registration:
This Talkcast is a live moderated Q&A interview. With advanced registration, attendees will be able to join by phone or VoIP to listen, and login by web to ask questions.
Free for PSN Members and non-members. Pre-registration by November 9th is required.
PSN Members will be able to replay the entire recording of this Talkcast from the PSN Members website at their convenience.
After you register for this Talkcast, you will receive an e-mail with confirmation and web/phone instructions from our web conferencing service – GoToMeeting by Citrix Online.
Participation
- You will need a telephone or a VoIP enabled computer.
- Participants will be able to ask questions of the panelists using the Q&A panel of the web conferencing software.
- Reminder e-mails will be sent one day and one hour prior to the start time of the Talkcast. The e-mails will include a conference call phone number and access code.
- If you do not receive these e-mails, check your e-mail spam folders or contact us at
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or 1-888-580-3329 ext. 1.
- You can login and dial-in up to 15 minutes prior to the start time.
PC users need Internet Explorer 5.0 or later, Netscape Navigator 6.0 or later or Mozilla Firefox 1.0 or later; an internet connection; a Pentium 400 with 256 MB RAM (recommended); and Java Virtual Machine (recommended.) Macintosh users need Mac OS X 10.3.9 (Panther) or newer; Safari 1.3 or newer, Firefox 1.5 or newer on PowerPC G3/G4/G5 of Firefox 1.5.0.2 or newer on Intel (JavaScript and Java enabled) and internet connection. |
When:
Tuesday, November 10, 2009
12:00 – 1:00 p.m. Eastern Time
Where:
Your telephone or VoIP
Fees:
Free for PSN Members & Non-Members
Pre-registration by November 9th is required.
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