Webcast: Hijacked Again! Three Trends in the Field of Voice of the Customer - Some Welcome, Some Not
June 27th from 1:00 p.m. - 2:00 p.m. Central (U.S.)
Presented by: Gerry Katz, Executive Vice President, Applied Marketing Science, Inc.
For some time now, the definition of VOC has been stretched, diluted, and some would even say hijacked, in ways both good and bad. In this highly informative and entertaining webinar, product development guru Gerry Katz will lay out three major trends in the field of VOC, whose advocates he dubs:
- “The Naysayers”
- “The Stretchers”
- “The Technovangelists”
He’ll then discuss some of the plusses and minuses of these trends and what companies can do to take advantage of the benefits and avoid the pitfalls. Finally, Katz will challenge the conventional wisdom about one of today’s sacred cows: the role of Social Media in VOC.
Meet the Speaker:
Executive Vice President, Applied Marketing Science, Inc.
With more than 35 years of consulting experience, Gerry Katz is a recognized authority in the areas of new product development, design of new services, process innovation, and market research. At AMS, he has led more than 250 major client engagements employing the Voice of the Customer (VOC), Quality Function Deployment (QFD), and a large number of other marketing science applications. His client assignments have covered a wide variety of industries, with particular emphasis on healthcare, medical technology, and commercial / industrial products. A PDMA member, Gerry is also certified as a New Product Development Professional (NPDP) and is a senior contributing editor to Visions Magazine.
Gerry is the author of several award-winning papers, and received the William O'Dell Prize from the American Marketing Association in 1988. His articles have appeared in The Journal of Product Innovation Management, The European Management Journal, The Journal of Marketing Research, and Interfaces. He has lectured frequently at the business schools of MIT (Sloan), the University of Pennsylvania (Wharton), Dartmouth College (Tuck), Carnegie-Mellon University, and Harvard University. Gerry has appeared twice on the NBC Today Show and in The Wall Street Journal.