Generating customer insights is challenging and traditional ‘Voice of the Customer’ (VOC) methods – such as focus groups and customer visits – are not effective. This is because such techniques only tap customers’ top of mind (superficial) views, leaving tacit knowledge and customers’ hidden needs uncovered. However, tools and techniques from the social sciences probe deeper and offer new product development (NPD) teams the opportunity to generate deep customer needs.
A recent McKinsey showed that companies need the right organization structure to develop breakthrough ideas. This is because truly breakthrough ideas often contradict current thinking certainly, do not easily fit into existing processes, and take senior managers outside their comfort zones. So learning how to address strategic, cultural and process issues is a crucial, integral part of this workshop. Again Keith Goffin will provide ideas and concrete examples from his extensive experience of advising companies.
|The two main objectives of the training are:|
The ideas that will be covered are equally valid for B2B, B2C, product and service sector companies.
If you have any questions, please contact BMI at: Jurgita +370 5 2487254, +37068096915, email@example.com