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ear.gif (466 bytes) A U D I O S E S S I O N

This is an encore performance of one of our most popular sessions last year.

10 Ways to Screw Up Your Voice of the Customer
How to Avoid the Most Common Pitfalls and Traps in Gathering Customer Wants and Needs

Live Audio-Session with:

gerry50.gif (4295 bytes) Gerry Katz
Executive Vice President
Applied Marketing Science
  • How often has your team argued over what features to include in a new product?
  • How often have you thought your idea was the next "killer app" – only to have disappointing sales upon release?
  • Have you ever wondered why, even after extensive customer interviews and analysis, you still are unsure what the "real" needs are?

Getting the voice of the customer right is clearly one of the most critical aspects of new product development. Yet all too often, despite efforts to the contrary, product developers end up specifying products that fall short.

In this audio-session, you will receive 10 clear pointers from Gerry Katz, one of the top experts in VOC, about what to do—and what NOT to do—to ensure a true reading of customer needs and wants.

Some examples of what NOT to do include:

  • Interviewing only your biggest and best customers
  • Letting the sales force control which customers you talk to
  • Confusing "Needs" with "Solutions to Needs"
  • Asking your customers to design the product for you

The session will cover the key areas which make all the difference in how you gather and use VOC data. It is an excellent opportunity for both your marketing and engineering folks to listen together and identify simple fixes for your own process.

By participating in this session, you will have the opportunity to bring your own experiences (and questions) into the discussion and receive expert feedback. The session will be a 60-minute presentation with 30 minutes interactive Q&A.


  1. Hardcopy of presentation slides sent to your office prior to session
  2. Transcript provided within 14 days after the session
  3. Your questions answered directly by this leading expert

Invite your whole team to join you - the fee is the same as long as you are on one line, just put it on speakerphone!

About the Session Leader

Gerry Katz is a recognized authority in the areas of new product development, design of new services, product marketing, and market research, with more than 30 years of consulting experience. At AMS, he has led more than 100 major client engagements employing The Voice of the Customer, 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 and medical technology. He is a member of the Board of Directors of the Product Development & Management Association (PDMA), is certified as a New Product Development Professional (NPDP) and is a contributing editor to Visions magazine.

He is the author of several award-winning papers, and past recipient of the William O'Dell Prize from the American Marketing Association. 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.

Audiosession Info

This AudioSession is not currently scheduled. If you would like us to offer a repeat session in the future, please fill out our Topic Request Form

April 14, 2005

1:00pm - 2:30pm EST

Your office


($195 for transcript only)

How To Register:

Online: Registration is now closed for this event
By phone: Call 1-800-338-2223 or 781-891-8080
(9:00am-5:30pm EST)

To Order the Transcript:

By phone: Call 1-800-338-2223 or 781-891-8080
(9:00am-5:30pm EST)

You will receive:

1. powerpoint_icon.gif (342 bytes)Softcopy of presentation slides emailed  to your office prior to session
2. msword-icon.gif (942 bytes)Complete transcript provided within 14 days after the session
3. Your questions answered directly by a leading expert