Presented by Gerry Katz, Executive Vice President, Applied Marketing Science
Thursday, April 18, 2013
5:00 - 6:00 p.m.
Regional Learning Alliance at Cranberry Woods
5:00 - 6:00 p.m.
Regional Learning Alliance at Cranberry Woods
For some time, the definition of the Voice of the
Customer (VOC) has been stretched, diluted, and some would even say
hijacked, in ways both good and bad.
Gerry Katz, Executive Vice President at Applied Marketing
Science, will discuss all of the misconceptions and mis-definitions
about VOC, and then will set the record straight by explaining: where
VOC came from; its critical role in New Product Development; and some of
the tried and true ways it has been gathered and used over the years.
Finally, we will look at some of the new methods for gathering VOC data
such as Web Scraping, Text Analytics, and the use of Social Media.
Agenda
4:00 - 4:30 p.m. Registration Open
4:30 - 5:00 p.m. Networking
5:00 - 6:00 p.m. Presentation
6:00 - 6:30 p.m. QA
4:30 - 5:00 p.m. Networking
5:00 - 6:00 p.m. Presentation
6:00 - 6:30 p.m. QA
Early-Bird Registration
Members: $20 Non-Members: $30
On-Site Registration
Members: $30 Non-Members: $40
About the Speaker
Gerry Katz is a recognized authority in the areas of new product development, design of new services, process innovation, and market research, with more than 40 years of consulting experience. At AMS, he has led more than 300 major client engagements employing the Voice of the Customer (VOC), Quality Function Deployment (QFD), and a large number of other marketing science applications. His client engagements have covered a wide variety of industries, with particular emphasis on healthcare, medical technology, and commercial / industrial products. He is a former member of the Board of Directors of the Product Development & Management Association (PDMA), the world's leading professional society devoted to the study and practice of developing and commercializing new products and services. He is also certified as a New Product Development Professional (NPDP) and is a senior contributing editor to Visions Magazine.
Prior to joining AMS, Gerry's experience included twelve years as a management consultant in marketing and market research with Management Decision Systems, Inc., five years in the computer software industry as Senior Vice President of Information Resources, Inc., and two years as Vice President and General Manager of Image Presentations, Inc., a specialized marketing communications firm.
He is the author of several award-winning papers, and received the William O'Dell Prize from the American Marketing Association in 1988. His articles have appeared in The Journal of Product Innovation Management, The European Management Journal, The Journal of Marketing Research, and Interfaces. Gerry is a highly sought-after speaker at both public and private conferences on Voice of the Customer, Innovation, New Product Development, and the Design of New Services. He is a highly regarded teacher, trainer, and coach, and 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. His outside interests are in music and education, and he has served on a number of Committees and Boards of Directors at the University of Rochester, the Eastman School of Music, the Longy School of Music, and the Boston Higashi School.
Gerry received his B.S. in Management Science from the University of Rochester in 1970 and his S.M. in Management from the MIT Sloan School of Management in 1972.
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