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Wednesday, July 5th, 2006
Understanding Future Demand For Your New Product
Differences between front end “hunter” and “farmer” attitudes
In the front end, developers must rapidly build a deep knowledge of how potential
customers plan to use the new product. Voice-of-the-customer interviews (VOC)
are becoming a key tool for success in new product development (PDMA, 2004)
Hunters are prone to assume the role of experts and look for, notice, and remember information that fits their preexisting expectations. They interview
current customers and zero in with questions that bring out confirming answers.
Farmers are prone to assume the role of a novice. They use open-ended questions
to guide the interview and patiently move the respondent into a productive conversation
about benefits and obstacles. They interview not only current customers
but also disgruntled former customers, and competitors’
customers. These conversations surface key benefits
respondents see in the concept, benefits often not on
the interviewer’s preliminary agenda.
Telephone VOC leads to profitable customers for your new product
Gathering voice-of-the-customer interviews by telephone is quick and effective. It lets the interviewer cover a wide range of knowledgeable individuals in the product concept’s marketplace. Experienced interviewers with a farmer attitude go outside the script and probe to produce even deeper results. Our experience is that people open up on the phone and reveal the information about benefits and drawbacks you need to develop your concept into a profitable product.
Presenter
George Castellion, President of SSC Associates
George Castellion works with new products management to identify quickly desirable customers and understand what job these customers want the new product to do and why. The results help build a persuasive value proposition for the product and provide a valid estimate of its acceptance in the marketplace.
George founded SSC Associates in 1985 after a career in the chemicals industry at American Cyanamid and Stauffer Chemical. He was first an inventor, and manager of technology groups. Then he moved into marketing where he held senior positions with profit responsibility for both established and new products.
Besides his business experience, George is a Past-President of the PDMA. Currently he is VP, Development, of the PDMA Foundation.
Event Logistics
Time : 6:30 - 9:30PM Date : Wednesday, July 5th, 2006
Location: Hampton Inn, Somerset, NJ Dinner : Deli Buffet
Cost : $25 - PDMA, $35 - Non-Member, $15 - Student
Early-Bird (until June 28th): $20 - PDMA, $30 - Non-Member, $10 - Student
PDMA Members: If you bring someone, who is not a PDMA member yet, paying the above listed price, your attendance fee will be waived!
PDH : 2 PDH
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