PROGRAM | Voice of Customer (VoC) Techniques

OBJECTIVES OF THE PROGRAM

• Know how and when to use Voice of Customer (VoC) Techniques
• Know the basics of interviewing and build your skills to ask the right questions and maximize the results of your VoC campaign
• Learn how to use different tools to facilitate the analysis of the results
• Deploy a concrete action plan at the conclusion of VoC

BENEFITS FOR THE COMPANY

• Develop the right solutions for the right customers at the right time
• Get a better ROI on your new product development (NPD) projects
• Create a real value for your customers in your product and service offerings
• Develop your product faster with a good feedback from the market and less “back and forth” within the projects

PROGRAM

WORKSHOP 1 | Plan your field research project (3 hours)

• Why use field research?
• Why choose the interview technique from all available ?
• Steps in the research cycle for greater success
• Step 1: Clarify your research plan/project

WORKSHOP 2 | Prepare and refine the interview guide (3 hours)

• Step 2: Clarify the initial assumptions and information you are seeking to know, understand or confirm.
  • Formulate good questions
  • Structure the interview guide
  • Best practices for conducting interviews
• Step 3: Test your interview guide and cumulate your data

WORKSHOP 3 | Analyze results and prioritize R&D actions (3 hours)

• Continued Step 3: Collect data through interviews
• Step 4: Analyze the data
  • Analytical Tools
• Step 5: Prioritize NPD actions

TRAINER

Nathalie Gauthier, Senior Advisor at the IDP

This innovation practitioner has over 25 years of experience in strategic planning, innovation, marketing, R&D and consumer research. During her career in various companies such as Johnson & Johnson, Agropur, Cascades and St-Hubert, she has implemented innovation systems that have significantly contributed to accelerate the marketing of new products and improve their success rate, while ensuring that the organization remains focused on customer needs.

TARGET AUDIENCE

Who is the program for? 

• VP
• Directors and managers
• Product managers
• Project managers
• R&D, Sales and Marketing departments

DATES

• Fall 2024

DURATION

Three (3) virtual meetings of three hours each.

A nine (9) hour training certificate will be given to participants at the end of the program.

RATES

• $1,300* ($1,450) | Member
• $1,450* ($1,600) | Non-member

*Early bird discount – Limited Time: March 15th, 2023

Group Discount | Get 10% on registration of two (2) or more participants

All expenses included (documentation, access to our online learning platform and breakfasts, lunches and coffee breaks during face-to-face workshops). Taxes not included.