Webcast: Surprising New Research on B2B-Optimized VOC: Evidence for What Really Works

    By: Mark A Hart, NPDP on Sep 16, 2016

    During this webcast, you will explore the fundamentals of B2B divergent (qualitative) and convergent (quantitative) interviews. The outline for this webcast includes:

    • Why B2B product development should be different than B2C
    • Moving from Innovation Maturity Level 1 to 3 (overcoming major B2B innovation problems)
    • Exploring Divergent and Convergent B2B customer interviews
    • New research results on interview effectiveness (regarding improved customer insight and reaction)

    You will learn many adjustments that can be immediately applied to their own voice-of-customer practices and you will be able to stop common practices that are hindering their ability to understand customer needs for improved product development. Most of this can be applied within the first 30 days of the webcast.

    What you will learn

    You’ll also learn:

    • How customers react to these interviews
    • The 5 advantages of B2B over B2C
    • How to nearly eliminate commercial risk
    • Why you should not “validate” your ideas with customers
    • New quantitative data (Market Satisfaction Gaps) showing the surprising diversity among B2B market segments


    Who should attend

    This webcast is for anyone that can make or influence decisions concerning how their company goes about understanding the need of B2B customers so that real and significant change can occur. This includes business executives, “owners” of product development processes, technical personnel charged with customer-facing innovation, marketing professionals and those engaged in product management.



    Dan Adams.jpg

    Dan Adams is the founder of The AIM (Advanced Innovation & Marketing) Institute, and author of New Product Blueprinting, the B2B Organic Growth newsletter, and the weekly blog, Awkward Realities. He is a chemical engineer and holder of many patents and innovation awards, including a listing in the National Inventors Hall of Fame. Dan's front-end-of-innovation work with his client, DuPont, led to a novel online training model for which he and his co-author received PDMA’s "best article of the year" award. An award-winning speaker, he has lectured at Wharton’s Executive MBA program and has trained thousands of innovation and marketing professionals in every region of the world in both the front-end of innovation and B2B product launch. 

    Live Webcast

    The live webcast was Thursday 27 October 2 PM Eastern (New York).


    The presentation was recorded. The recording is available in the Webcast Recording section of PDMA Store.

    Released: September 16, 2016, 9:31 am | Updated: November 1, 2016, 1:36 pm
    Keywords: PDMA Blog

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