Product Development & Management Association

Half Day Product Development Seminar.
Brought to us by Morgan Madison & Company and TDS Telecom

The key to new product success is making your product stand out from the pack. Today's world demands not just a good idea, but a boldly executed new product that takes into consideration both obvious and latent customer needs. But how can you uncover the needs of your potential customers?

Learn the latest techniques for capturing the voice of the customer and participate in a live interactive simulation study by attending a special PDMA Wisconsin Chapter New Product Development half-day workshop. By attending this workshop you will come away with new tools and techniques to capture the needs of your market and help ensure a successful new product launch.

The seminar is offered as an extension to a luncheon presentation given by Dr. Brian Ottum of Ottum Research & Consulting. You can attend just the luncheon and hear about the latest techniques for capturing "voice of the customer" information, or register for the complete program and learn how to apply these new tools into the new product development process. . The AM session starts with the registration and a continental breakfast. Participants can elect to stay for a buffet lunch and luncheon topic entitled "Trends in New Product Development."

Date

Wednesday, February 21, 2007

Time

8:00 - 8:30am Registration for AM Session and breakfast
8:30 - 11:30am GENERAL SESSION
11:30 - 12:00pm REGISTRATION & BUFFET LUNCH
1:30 - 4:30pm GENERAL SESSION
4:30 - 5:30 p.m. RECEPTION

Location

TDS Telecom at City Center West
(building marked "Johnson Bank")
525 Junction Rd.
Madison Wisconsin 53717

Fees

Luncheon & Workshop

Member Status	Online	At-the-Door
Member	***	$150
Non-Member	***	$180
Students	***	$130
Walk-Ins	--	***

Luncheon Only

Member Status	Online	At-the-Door
Member	***	$25
Non-Member	***	$40
Students	***	$15
Walk-Ins	--	***

Workshop Only

Member Status	Online	At-the-Door
Member	***	$125
Non-Member	***	$140
Students	***	$115
Walk-Ins	--	***

See notes below

Registration

Conference Concluded

While registration for lunch is open to an unlimited number of attendees, the workshops will be restricted to 40 participants for an optimum interactive environment. Please register early - no limit for the lunch!!
Dress is business casual. Come ready to participate and learn.

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8:00 am- 8:30 am - Registration for AM session and continental breakfast

8:30 am - 11:30 am - AM GENERAL SESSION Presented by Dr. Brian Ottum
"Trends in New Product Development"
Brian will survey the landscape and discuss five emerging innovation trends: 1) use of the Internet; 2) conflicting managerial decision-making 3) doing more with less; 4) increased focus given to the early stages of the innovation process; and 5) D-I-Y voice-of-the-customer research.

11:30 am - Noon REGISTRATION & BUFFET LUNCH

Noon - 1:30 p.m. LUNCHEON Keynote Speaker Dr. Brian D. Ottum
"Trends in New Product Development"
Brian will survey the landscape and discuss five emerging innovation trends: 1) use of the Internet; 2) conflicting managerial decision-making 3) doing more with less; 4) increased focus given to the early stages of the innovation process; and 5) D-I-Y voice-of-the-customer research.

1:30 -4:30 pm GENERAL SESSION Presented by Dr. Brian D. Ottum
"Top 10 VOC Tools for New Product Development"
This workshop provides you with the leading edge tools and techniques necessary to effectively manage the "fuzzy front end" of NPD - anthropological/ethnographic customer visits, KJ analysis, Kano surveys, translating the VOC into new product concepts, live demonstrations of concept testing, and methodologies for improving conceptual design.

4:30 - 5:30 p.m. RECEPTION
Please join us for an informal networking session immediately following the program where you will have an opportunity to ask questions and discuss issues. (Cash Bar)

Brian D. Ottum is President of Ottum Research & Consulting, in Saline, MI. His practice is focused on new product development consulting and innovative market research tools. Ottum Research & Consulting serves clients in the packaged goods, durables, and high technology industries. Prior to starting his own firm, Brian worked in new product development and international market research for Procter & Gamble. He has worked with numerous Fortune 500 companies including Kimberly-Clark and Johnson Controls. He holds a Ph.D. from the University of Utah, an MBA from Xavier University and a BS from the University of Wisconsin. Brian also teaches new product development in the Executive Education program of the University of Michigan

- Walk-ins accepted based on space availability. Payment methods: checks or cash