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From Fuzzy to Focused
How to Interpret & Translate Customer Insights into Innovative New Products

September 26-28, 2005 / Boston, MA


Whether you’re trying to enter an undefined market, differentiate yourself from your competitors in an established market or maintain market share through brand loyalty in a mature market, you must have the ability to uncover the latent wants and needs of your customers. Without that knowledge, you’re chances of creating new products that provide real customer value are slim at best. Clearly, getting to the heart of what will truly delight your customers and become that next breakthrough new product is no small feat. In fact, a 2004 survey of 960 international executives by Bain & Company cited 2/3 of executives surveyed identified “insufficient customer insight” as significantly hurting their business performance.

Just how do you get sufficient customer insights to guide your new product development decisions? What are the best tools to use –web-based versus more traditional methods (customer visits, surveys, focus groups)? What’s more critical, qualitative or quantitative methods and what’s the right balance for your particular company? And once you find out what your customers really need, is it possible for you to create that innovative new product solution with your available budget, time and technologies?

Management Roundtable’s Annual Voice of the Customer conference, From Fuzzy to Focused: How to Interpret & Translate Customer Insights into Innovative New Products, to be held September 26 – 28, 2005 in Boston will bring together an impressive forum of VOC experts and advanced practitioners to examine the latest methods, tools and processes leading companies are successfully using to capture customer data, make key trade-off decisions on what customer insights to act on, and translate key requirements into product specifications in an all-out effort to win customer choice.

By participating, you will learn:

  • About the latest methods and tools to more efficiently and cost effectively gain customer insights on new product ideas

  • How and when to integrate DFSS and VOC into your product development process for improved product success rates

  • Models to ensure that VOC insights are validated and translated into actionable product requirements

  • Practical approaches to manage the inherent constraints of VOC findings – how to make key trade-off decisions between giving the customers what they want and still increase your bottom line

Available Mon-Fri 
9:30am-5pm est

Download Brochure

pdficon.gif (912 bytes) Fuzzy2Focused-conf.pdf

Conference Info

Register Online

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Who Should Attend

Vice Presidents, Directors and Managers of: Product Development, Engineering, Marketing and Sales as well as Senior Managers of Customer Strategy Implementation and Product Managers, Program Managers and Project Managers involved in product definition. 

Given the critical cross-functional nature of this topic, this program is an excellent opportunity for marketing and engineering managers to attend together.

Team Discounts are available.