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A two-day conference focused on the latest VOC strategies, methods and tools (both traditional and non-traditional) to identify unmet customer needs, exceed expectations and create valuable, cutting-edge new products...[BACKGROUND INFO]

Who's Coming to the Conference?
Check out our list of participating companies

Featuring VOC Pioneers:

Abbie Griffin Abbie Griffin
Professor, Business Administration, University of Illinois,
on the state-of-the-art in VOC including what practices have fallen out of usage, what new techniques have emerged and how best-in-class companies successfully gather and incorporate customer feedback...more
John Hauser
John hauser
Kirin Professor of Marketing,
MIT Sloan School of Management
on the newest virtual customer methods to improve speed, accuracy and usability of customer input throughout the product development process...more

Special Interview with John Hauser:
What is the Virtual Customer Initiative?

All New Implementation, How-To Case Studies:

Choose from 3 Pre-Conference Workshops:

    How to Interview Customers: Skills, Tools and Secret Success Tips

    Instructor: Gerry Katz, Applied Marketing Science...More Info

    Beyond Quantitative Research: Integrating VOC for Less "Ho Hum," More "Wow"
    Instructor: Sheila Mello, Product Development Consulting, Inc....More Info

    Must-Have or Nice-to-Have? Using Conjoint Analysis to Measure and Decide
    Instructor: Brian Ottum, Ottum Research & Consulting...More Info

Available Mon-Fri 
9:30am-5pm est