Webcast Recording: New Product Blueprinting - How DuPont uses Advanced Training to Implement VOC

New Product Blueprinting Powered by TEAM e-MMERSION - How DuPont uses Advanced Training to Implement VOC

When DuPont began using advanced, B2B-optimized VOC—called New Product Blueprinting—they began uncovering more and deeper unarticulated customer needs… using digitally-projected tools and new probing methods.

But how could they implement this rapidly and cost-effectively when development teams
a) were scattered globally
b) had to learn highly personalized skills, e.g. listening and probing
c) needed training delivered “just-in-time” to match their project timelines, and
d) faced travel restrictions…especially in 2009?

The solution was a new type of blended e-learning—called TEAM e-MMERSION—designed specifically for teams. Each product development team attends a series of brief web-conferences led by a trained DuPont coach over several months. In between these sessions, team members learn individual skills in a series of 30 self-paced e-modules. Much of the success has come from the design of these modules, which include dozens of interview simulation videos using 30 professional and DuPont actors.

Attendees will see:
1) A new approach to VOC designed specifically for B2B suppliers—which takes advantage of customers’ business insight, rational decision-making, interest and reduced numbers (vs. consumer goods customers).

2) New-to-the-world VOC tools, including digitally projected qualitative Discovery interviews, trigger maps to expand customer thinking, and quantitative market satisfaction gap displays.

3) In-depth description of TEAM e-MMERSION, with a focus on lessons learned during beta-team roll-out… including excerpts from e-learning role-play videos, simulations, etc.

4) The optimum way to structure coached web-conferences, in a way that builds new skills while advancing a team’s project at the same time.

Duration: 1 Hour

NPDP PDHs: You will earn 1 PDH towards recertification

Meet Your Presenters:
Dan Edgar has been with DuPont for over 30 years and is currently driving DuPont’s Market Driven Innovation Program and providing support to many “Innovation Teams” in various DuPont businesses Most recently, Dan has taken on the role of implementing the use of New Product Blueprinting as a tool to support market validation for innovation projects. Dan has also worked with over 100 DuPont teams over the past 10 years as the key leader for the Knowledge Intensity University Program (KIU) which specializes in innovative business models for growth, with a special focus in Emerging Markets. He holds a B.A in Economics and an M.B.A from the Darden School at the University of VA.

Dan Adams is president of Advanced Industrial Marketing (AIM) and author of New ProductBlueprinting: The Handbook for B2B Organic Growth. He developed the Blueprinting methodology and has trained firms on six continents to use these front-end practices. He has worked for over 30 years in all areas of new product development, as former head of BFGoodrich Chemicals strategic planning, director of numerous marketing and business development areas, and as an inventor listed in the National Inventors Hall of Fame. He holds a B.S. in Chemical Engineering and an M.B.A.

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