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Program Info |
 Program
Outline & Agenda
Your course will consist of off-line and on-line
coursework designed to maximize your learning, including
diagnostics to help you understand the strengths and
weaknesses of your organization, interactive lectures,
exercises and progress reviews.
Live, Online Workshop
Schedule:
Thursday, July 15 |
Thursday, July 22 |
Thursday,
July
29
Course
Initiation
Prior
to the first workshop, you will have an opportunity
to check in and introduce yourself to your
classmates. You may post issues you face in customer
research and your expectations for the course.
Online
Workshop 1 -
Planning a Customer Visits Program
Thursday, July 15, Noon-4:00pm ET
Session I:
Where Customer Visits Fit in the Market Research
Toolbox
-
An overview of the
benefits of ad hoc vs. programmatic customer
visits
-
Programmatic
customer visits are qualitative market research
- learn about their unique advantages relative
to other qualitative tools like focus groups
-
Discover the
different kind of information that can be
obtained from customer visits versus surveys
(and why)
-
Understand the
importance and value of completing customer
visits early in the decision cycle and their use
in paving the way for subsequent research
Session II:
Planning a Program of Customer Visits
-
Developing a time
line for implementing a program of visits -
identify key target dates and completion
-
Learn how to
articulate and define the decision problem that
requires customer visits
-
EXERCISE:
Participants will define their own research
objectives and receive feedback
-
How to organize
your customer visit team for success -
understanding the power of a cross-functional
approach
-
Gaining
organizational buy-in and support - how to work
successfully with account management and other
stakeholders
-
Preparing for
international customer visits - managing
cultural differences
Session III:
Selecting Which Customers to Visit
-
Strategies for
identifying relevant customer segments
-
Rules of thumb for
sizing the sample - how to calculate the number
of visits needed
-
How to balance
market coverage against the costs and time
associated with larger samples - when is a
larger sample really necessary?
-
Selecting the
right job functions to interview within customer
organizations - which functions are critical to
involve?
-
EXERCISE:
Participants will develop sample plans in the
seminar and will provide/receive feedback from
other participants and the instructor
Online
Workshop 2 -
Designing a Discussion Guide, Constructing Good
Questions
and Honing Your Interview Skills
Thursday, July 22, Noon-4:00pm ET
Session IV:
Designing a Discussion Guide
-
How to identify
the right topics to discuss and determine the
proper sequencing of those topics to maximize
learning
-
Gain a better
understanding of negative effects of poorly
defined topics on the quality (and quantity) of
customer data collected
-
EXERCISE:
Participants will develop a discussion guide and
will provide/receive feedback from other
participants and the instructor
Session V:
The Art of Constructing Good Questions
-
How to create
questions that will yield good insights and gain
a better understanding of unmet customer needs
-
Identify
strategies that help customers to vocalize needs
that they don't know they have
-
Key steps to
determining the economic value (from your
customer's perspective) of a proposed product
solution
-
An overview of the
key criteria for identifying good questions
-
EXERCISE:
Participants will construct sample questions and
will provide/receive feedback from other
participants and the course instructor
Session VI:
Honing Your Interview Skills
-
Setting and
managing customer expectations from the outset
-
Proven techniques
and tips to establish rapport with interviewees
-
How to probe
effectively and not bias responses or lead
interviewees in a specific direction
-
An overview of
common mistakes novice interviewers can make and
how to avoid them
-
How to manage
difficult circumstances that can arise in
customer visits - examples and potential
solutions are discussed
Online
Workshop 3 -
Post Visit Data Analysis, Course Wrap-Up and
Action Items
Thursday, July 29, Noon-4:00pm ET
Session VII:
Analyzing Customer Visit Data
-
Now that you've
captured the data, how do you analyze and
interpret it - practical procedures for
organizing, summarizing and communicating the
output of customer visits
-
A review of
available analytical tools- matrices, process
maps and conceptual tables that can be used to
extract the key learnings from the customer data
-understand when to use which tools and why
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How to use data
collected from customer visits to drive product
design and new product decisions
Session VIII:
Wrap-Up and Action Items
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Protocol for
reporting customer visit programs - who to
inform and in what format
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How to maintain
customer visit results - where to store them and
how to make use of the data later on
-
Review: Key
challenges to successfully implementing customer
visits and how to overcome them
-
Organizational
issues you may confront
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Action plans: How
to get started at your organization - applying
what you've learned and outlining implementation
steps at your organization.
-
After the visits:
When does it make sense to engage in follow-up
research to build on data from customer visits?
-
Summary of key
workshop learnings
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BRING YOUR
WHOLE TEAM FOR JUST ONE FEE!
Limited
space available
Reserve your spot:
This innovative and
collaborative course features:
Three (3) live,
online workshops - July 15, 22 and 29
-
Planning a Customer
Visits Program -
Thursday, July 15 - Noon-4:00pm ET
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Designing a Discussion Guide,
Constructing Good Questions and Honing Your
Interview Skills
-
Thursday, July 22 - Noon-4:00pm ET
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Post Visit Data
Analysis, Course Wrap-Up and Action Items
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Thursday, July 29 - Noon-4:00pm ET
[MORE
INFO] |
