Management Roundtable
presents the first annual
Customer Needs Discovery
& Innovation Congress
Beyond
'Voice'
to Total User Experience
August
13-15, 2007 /
Chicago, IL |
|
Pre-Conference Workshops:
-
WORKSHOP A
- AM HALF-DAY
The
Customer Archetype: Benchmarking Key Dimensions of Customer
Needs, Wants and Aspirations
Instructor:
Michael Eckersley, PhD,
HumanCentered
More Info
-
WORKSHOP B
- FULL-DAY
From
Recruiting to Reporting: Best Practices in Ethnography
Instructors: Melinda
Rea-Holloway & Julie Peggar, Ethnographic Research,
Inc.
More Info
-
WORKSHOP
C - PM HALF-DAY
Winning the Customer's Buying Decision Instructor:
Peter Marks,
Design Insight
More Info
|
The Customer Archetype:
Benchmarking Key Dimensions of Customer Needs, Wants and Aspirations
INSTRUCTOR
Michael
Eckersley, PhD
Principal
HumanCentered
"Know Your
Customer" is a first principle of business. Yet day-to-day focus on
markets, on financials, on strategic interests and the mechanisms of
management, while necessary, can cause companies to lose touch with
customers-- their needs, wants, and desires. Bringing "The Customer"
back from a state of abstraction or limiting stereotype has
important implications for all business functions. Failure to do so
can lead to confusion and irrelevance, faulty assumptions and missed
opportunities.
"The Customer
Archetype" is an opportunity to learn best practices for creating
robust, "living" customer models that complement and round out
customer snapshots based primarily on surveys and focus groups.
Adapted from the work of Carl Jung and Joseph Campbell, customer
archetypes are being used successfully to guide corporate teams in
the practical work of product/service development and innovation.
The payoff to teams is a wealth of brand-relevant ideas and
strategies that really connect with customers.
Takeaways include:
-
A solid business-case for the use
of qualitative, human-centered data to help inform
product/service development
-
Methods for discovering and mining
relevant customer experience
-
Techniques for synthesizing
insights and spotting opportunities from the data
-
Tips
for communicating the benefits and business implications of new
opportunities
About the Instructor
Michael Eckersley leads
HumanCentered, a specialized team of affiliated social scientists,
designers and planners. With advanced training in design, social
science, and education, Michael is also Professor of Design
Management and Interaction Design at The University of Kansas. On
the professional side Michael has considerable project and group
management experience, serving as Design Strategy Director for
Sybase in their online financial services business. HumanCentered
clients include leading companies in industries from Health Care and
Enterprise Software to Fast Food and Consumer Products. Michael
currently splits his time between Kansas City and Park City, Utah.
From Recruiting to Reporting:
Best Practices in Ethnography
INSTRUCTOR
Melinda
Rea-Holloway
President & CEO
Ethnographic Research, Inc.
INSTRUCTOR
Julie Peggar
Field Lead
Ethnographic Research, Inc.
This
pre-conference workshop will address best practices in ethnography
from sample recruitment and research design to final analysis and
reporting. Speakers Melinda Rea-Holloway and Julie Peggar are from
Ethnographic Research, Inc., the company currently developing the
standards for ethnographic practice with the Market Research
Association.
Topics covered will
include:
-
An overview of the theories that
drive ethnography and why ethnography is so revolutionary in the
way we understand consumers and consumption.
-
How ethnography appropriates
theories of culture and social interaction into market research
analysis.
-
Situations where ethnography is a
good fit and situations where it is not.
-
Methods for recruiting
representative, poignant samples.
-
Ethnographic fieldwork, including
participant observation and open-ended interviews.
-
An inside
look at analysis and reporting strategies that maximize the
actionability of findings.
And a whole
lot more!
This will be a full day session full of hands-on exercises and
informative fun designed to bring you inside the world of an
ethnographer. Attendees will learn about what ethnographers do (if
they’re doing it right), how they approach understanding and why,
and the benefits of taking an ethnographic approach versus other,
in-context approaches.
About the Instructors
Melinda Rea-Holloway, is
President and CEO of Ethnographic Research, Inc. She has spent years
pioneering ethnographic field and analysis methods for business
consumption. Her research experiences have taken her around the
world to hospitals, retail spaces, restaurants, homes, tourist and
business settings. She is a skilled trainer and presenter known for
her lively, informative, and thorough talks. Melinda is based in
Kansas City. She holds an M.A. in Sociology and is dangerously close
to completing her PhD in Community Psychology.
Julie Peggar is a field lead at
Ethnographic Research, Inc. and oversees ethnographic research at
our LA field site, observing and conversing with people as they go
along their everyday lives. She’s a sociologist from UCLA with an
expertise in interactional nuances and conversation
analysis--gleaning sociological and marketing insights from our
everyday interactions. She is also experienced as a college-level
teacher so motivating and educating groups of people in presentation
settings is old hat.
Winning the Customer's Buying
Decision
INSTRUCTOR
Peter Marks
Managing Director
Design Insight
This session will be fast-paced and
highly interactive - bring your product and service development
problems and opportunities to discuss. If you like, we’ll illustrate
the theory of human decision-making in the context of your products,
your customers, and your competitors.
Among the topics we will cover and
questions we answer:
-
Models of customer buying behavior,
including a marketing-oriented look at a version of Triune Brain
theory, customer types, etc. Are your efforts all “gut feel” and
response to surveys or do you have a guiding model based on what
we know about customer buying decisions? What models of customer
buying behavior might work best in your competitive environment?
-
The
Origins-of-Value matrix, which correlates financial
goals (market size, market share, profit margins) with customer
behaviors (interest, choice, and loyalty) and development stages
(innovation, customerization, and optimization). How can you use
it to get the highest ROI from new and improved products, to
choose the right research methods, and lead your team to the
right decisions about tradeoffs?
-
Planning for meaningful product
differentiation. Is your company stuck in the rut of
varying the mix of the same old features, or are you finding new
and compelling ways to stand apart from your competitors
(increasingly generic clones)? We’ll discuss the (only) eight
fundamental ways customers choose between competitors – and how
you can find new ways to win.
-
A comparison of customer research methods,
from ethnography and customer visits to e-surveys. Which ones
work best at each of the three major stages of customer inquiry?
-
Practical advice for building an effective marketing
organization -- including attention to all that
“emotional” stuff -- inside a no-nonsense technology and
financially-driven company
About the Instructor
Peter Marks is Managing
Director of Design Insight, in Santa Cruz, CA. His interest and
delight is helping companies earn outstanding business results, by
focusing their resources on products that customers want to buy.
Marks has published three books, more than 80 articles, 40 benchmark
studies, and several films covering various aspects of new product
and process development. Marks innovative methods to help teams
develop winning products, such as his Origins of Value framework and
Customer $APPEALS have been implemented by several Fortune 500
companies as their next step beyond the product and process
improvements of the 1990's – adding billions of dollars in new
products and increased market share.
Marks is a member of the American
Marketing Association and three engineering societies (ASME, IEEE,
and SME). His seminars have been top-rated by four professional
societies, both the American and Japan Management Associations, as
well as past Management Roundtable programs.
