Webcast Recording: 10 Ways to Screw Up Your VOC

Voice of the Customer projects are no walk in the park. Even the most seasoned product innovation and development professionals can find themselves stumbling in the realm of VOC. PDMA’s next Webcast, 10 Ways to Screw Up Your VOC, sponsored by Applied Marketing Science, will tackle these roadblocks head-on.

Speaker Gerry Katz, NPDP and Executive Vice President of Applied Marketing Science, Inc., will discuss the 10 most common mistakes people make when collecting the Voice of the Customer. During this hour, Katz will share insights on how to avoid these mistakes, as well as best practices in purchasing or conducting VOC projects on your own. If you have responsibility for uncovering and sharing potential customers’ experiences, behaviors and beliefs, this is a Webcast you can’t miss.

Product Innovation Managers, Product Service Development Managers, Director of Innovations, Customer Insights Managers, Product Development Specialists and Market Research Managers will find the lessons they learn during this webcast to be invaluable. What are you waiting for? Register today.

To see a video trailer for the webcast, please click here!

This Webcast will earn you 1 PDH towards NPDP certification.

 Join us on Tuesday, July 26 at 2:00 pm ET for this exciting webcast.

Meet Your Speaker:

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.

He 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.

 ***Please note: this is a webcast recording and is only available on demand***