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
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
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.
Follow the event live @PDMApittsburgh #HijackingVOC
