About Voice of the Customer

Based on a recent study by Robert Cooper and Scott Edgett, the Voice of the Customer holds the most vital data and insights to generate profitable ideas as well as new products and services. Numerous front end techniques have been tried, and tried again, from open innovation to internal brainstorming sessions - the options are vast. Cooper & Edgett have proven that implementing efficient and effective VoC techniques is your catalyst to ideation and product innovation.

On Tuesday, December 9th, Dr. Cooper will keynote the 11th Annual Voice of the Customer conference where he will showcase the results of his latest industry study on the most popular and most effective idea generation sources.

As the customer continues to be more influential the importance of partnering with them early on is critical. New products fail 80% of the time, but integrating within a project VoC Methologies can significantly improve your success rate. That’s why we’ve created an event that explores traditional VoC techniques, from ethnography to lead user analysis, coupled with breakthrough strategies which include generating ideas while in a recession, to VoC strategies for online communities and forums as well as virtual worlds and blogs.

New to VoC and need to play catch up?
You’ll get the nuts and bolts PLUS the cutting edge methods all in one shot.

Coming back again this year?
We have designed a robust, interactive program to bring you more than just a topline overview. We’ve hand picked thought leaders and industry experts who will reveal their unique perspectives, their successes and failures, and help you enhance discovery and innovation for your organization.

In addition, the 2008 program focuses on User Experience Design & Innovation – This will enable you to move beyond simple customer requirements and develop processes that dive deep to engage and connect with your consumer.

Our speakers will inspire you to uncover the most crucial unarticulated, unmet needs of your customer. Learn how to:

Join us December 8-10 for the ONLY industry event sponsored by the PDMA that supports VoC
methodologies as dictated by their Body of Knowledge. The Annual Voice of the Customer has evolved to
meet your current needs. Missing out on this event means losing valuable customer insight crucial to your
organization’s long term success.

I hope to see you in Newport Beach,

A special thanks to our dedicated Advisory Board,
Gerry Katz, Applied Marketing Science, Inc, and Liz Mountjoy, PRTM