Getting New Insights from Consumers & Customers – A Guide to Interviewing

Everyone has heard about the importance of talking to consumers and customers to gain rich insights for moving a business forward, but few people in Product Development know how to directly do this work. Learn how your organization or project team can design and execute actionable consumer research to be able to use the voice of the consumer as both an inspiration and a guiding force in your product development process.

Abstract:

This presentation discusses the simple steps needed to set up consumer research to gain the deep consumer insights that are needed to guide new idea generation, new communication approaches, and to make product or service improvements. With these simple steps, any organization or project team can design research that can help provide much needed consumer input that provides inspiration and guidance and more importantly a personal connection to and passion for your consumer

Content:

· Learn about the different types of qualitative research – the purpose of each and selecting the best approach to reach your research objectives

· Understand the executional details of qualitative research – selecting targets and screening criteria, recruiting consumers/customers, scheduling a facility or location, and drafting a discussion guide

· Discover little tricks that help with the execution of qualitative research; how to talk to consumers in a way to get honest, actionable information.

· Learn how to summarize consumer research and translate it into actionable insights; telling a story that can be influential to management

SPEAKERS:

Tim Maloney, Founder and CEO, Chestnut Hill Innovations

Bridget Sun, Founding Partner & China Expert, Chestnut Hill Innovations

Rogie Vollmar, Founding and Co-owner, J&R Coordinating Services