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Learn how companies like PandG, WalMart, Kraft, and Legos are REALLY understanding their customers - June 15 - Winston-Salem

Submitted by: John Warner on Jun 06, 2010 at 8:52 am Tagged with: Marketing, Product Development Source: Carolinas Chapter of the Product Development and Management Association

Because Customers Don’t Always DO What They SAY.

Click for more details at Carolinas Chapter of the Product Development and Management Association

This session will present an overview and application of the power which ethnographic insights can provide to various stages of product development and launch. Ethnography is a research approach steeped in several fields of study regarding how humans think, interact, and make decisions about the world around them. Its first documented practice was in the early 1900s with researchers going to live for extended periods of time in foreign cultures. Today, ethnography has evolved into an approach that is highly useful to innovators as it brings clarification to how consumer markets perceive and choose to engage the world around them. It is applicable for any market and offers insights not available through other approaches. Ethnography allows innovators to step temporarily out of their own shoes and into those of their customers, giving fresh perspectives to the needs, desires, and motivations of markets. During this session, you'll learn the basic components that make up a good ethnographic study and be asked to apply your skills at observation and innovation through an interactive workshop.

The Carolinas Chapter of the Product Development and Management Association invites you to join Connie Chesner of Right Brain Discovery (www.rightbraindiscovery.com) as she leads hands-on activities which will allow you to gain fresh perspectives and deep insights into how markets perceive and react to your products, including how to transform your communication and marketing (when the time comes) to strongly align with consumer expectations, increasing resonance and connection.

Who Should Attend
Professionals and decision-makers at all levels as well as entrepreneurs who have interest in improved tools for defining user requirements. This event qualifies as two (2) Professional Development Hours toward PDMA's NPDP recertification.

Date: Tuesday, June 15, 2010

Time: Registration, Networking & Food 6:00-7:00 pm;
Presentation, Interactive Workshop, and Wrap Up 7:00 - 8:30 pm

Location: Forsyth Medical Center's Conference Center -3333 Silas Creek Parkway, Winston-Salem, NC 27103

Free parking is available in the parking deck off Hawthorne Rd. (Take ticket, validation at registration.)

Fees:
Online registration before Jun 14, 2010 at 6pm: $20 member, $30 non-members, $15 students and volunteers. $10 surcharge for late and walk-in registration. Check only for walk-in.

Questions?
For more information or questions, contact carolinaschapter@pdma.org.