Webcast: "So, Who is the Customer"

    By: Mark A Hart, NPDP on Feb 27, 2017

    During this webcast, Gerry Katz will explore the complexity of managing the needs of many relevant 'customers' in business-to-business (B2B) product development.

    At the beginning of any new product development initiative, one of the most critical questions that needs to be answered is, “Who’s the customer?” It always sounds trivial, but it rarely is.  

    For consumer products (B2C), the answer is usually not too complicated.  But for business-to-business (B2B) products, it’s a whole other matter.  The thing that most sets them apart from B2C products is that there are usually many relevant “customers” who need to be considered and satisfied.  

    As one of the most important front end activities in any new product development initiative, this complexity is often felt first and foremost in the market research process and, in particular, in Voice of the Customer research.  It begs the question:  whose needs have to be satisfied in order to develop a successful new product or service?  Why?  Because that’s the population we’re going to have to talk to and observe in order to understand all of the wants and needs in the marketplace.

    Gerry will provide examples of some highly complex categories and how companies dealt with them.

    What You Will Learn

    During this webcast, you will learn new ways to think about who you will need to talk to in order to fully understand customer needs to create a framework to design a formal sample for market research.

    Who Should Attend

    This webcast is for those that need to understand the problems of dealing with complex value chains where there are multiple 'customers' who need to be satisfied. Gerry will explore how to cover 'all the bases.' 


    Gerry Katz

    Gerry Katz is a recognized authority in the areas of new product development, design of new services, process innovation, and market research, with more than 40 years of consulting experience. At Applied Marketing Science, he has led more than 300 major client engagements employing the Voice of the Customer (VOC), Quality Function Deployment (QFD), and a large number of other strategic marketing science applications. His client engagements have covered a wide variety of industries, with particular emphasis on healthcare, medical technology, and commercial / industrial products. He is a former member of the Board of Directors of the Product Development & Management Association (PDMA), the world's leading professional society devoted to the study and practice of developing and commercializing new products and services. He is also certified as a New Product Development Professional (NPDP) and is a senior contributing editor to Visions Magazine.

    Gerry received his B.S. in management science from the University of Rochester in 1970 and his S.M. in management from the MIT Sloan School of Management in 1972.


    The live webcast was Tuesday, April 11, 2017 - 2:00 p.m. EDT. A recording of the presentation is available in the PDMA store.

    Released: February 27, 2017, 9:57 am | Updated: April 24, 2017, 7:04 pm
    Keywords: PDMA Blog

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