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2 - D A Y  W O R K S H O P
Product Definition
Implementing VOC for
Competitive Advantage

February 28-March 1, 2005 / Orlando, FL


Monday, February 28, 2005
8:00-8:30 Continental Breakfast/Registration
8:30-10:00 Introduction and Mission Definition
10:00-10:15 Break
10:15-Noon Customer Matrix and Interview Guide
  • Development of the customer matrix - define the number and categories of customers and the functions to visit

  • Development of an interview guide - determine the information that you want to know from the customer and formulate interview guides for each different type of user and customer as required
Noon-1:00 Lunch
1:00-3:00 Interview Training
  • Preparation for VOC Customer Visits: what are the ABC's of how to do customer interviews - practical applications and practice interviews

  • Transcript and interview guide review – how to improve interview techniques

3:00-3:15 Break
3:15-5:00 Extraction of Images and Image Diagram
  • How to determine what is an image and creation of an Image Diagram: experience a process to identify and select the key customer images; reach consensus on a consolidated image of the customer’s environment

5:00-6:00 Networking Reception
Tuesday, March 1, 2005
7:30-8:00 Continental Breakfast
8:00-10:00 Requirements Translation and Requirements Diagram
  • Translate Voices into Requirements: combine the customer voices and the images to define the customer requirements at the various points along the value chain

  • Create Requirements Diagram: participate in a process to select and reach consensus on the key customer requirements

  • Develop Metrics and Test Plans for Requirements: define when you will know quantitatively if the customer requirements have been met

10:00-10:15 Break
10:15-Noon Verify and Prioritize the Requirements
  • Analyze Customer Requirements: Design a Self-Importance and Kano survey

  • Administer the Survey: You will take the survey and will analyze the data (Self Stated Importance, Reflected Sum of the Ranks, and Kano) to validate, prioritize and select the requirements and determine where responses might differ by market segment

  • Analyze Existing Solutions: develop a requirements matrix rating each key competitor and other existing solutions along the value chain on performance against each requirement

  • Analyze Results of Survey: define appropriate approaches to evaluate survey results, understand requirement importance, and develop requirement-weighting factors for the assessment of concept strength. The output of activity is the completion of a requirements matrix, identifying the priorities of each requirement in each major market segment and the gaps in the currently perceived products

Noon-1:00 Lunch
1:00-3:00 Idea Brainstorming and Concept Development
  • Generate creative ideas for each requirement that will support the requirement approach

  • Determine how to take these ideas and create alternative solutions to customer problems

3:00-3:15 Break
3:15-4:00 Concept Selection
  • Evaluate each of the solutions on the basis of technical feasibility, cost, and staffing requirements

  • How to analyze trade-offs and select one or more alternatives using results evaluation and weighted selection criteria

Course Info

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“It seems that traditional market research no longer works with an increasing diverse and fickle customer base.  The method marketers have relied on for decades, perfunctory written and phone surveys, simply skim the surface of the shifting customer zeitgeist.”

Larry Keeley
The Doblin Group
(Fortune Magazine)