PDMA Webcast | January 11, 2024

Monitoring Competitive Threats: A Holistic Approach
Susan Penta

This session is designed for product managers, researchers, and business professionals who need to have their fingers on the pulse of their market landscapes... [Read more]

Viewpoint Article | January 09, 2024

Sharing Your Customers' Dreams
Brent Willson

My wife and I stared blurrily at each other with freshly dilated eyes, trying to decide which glass frames looked the best. This wasn't working. The well-intentioned young attendant came over to help. She picked out a trendy pair of...[Read more]

PDMA Webcast | October 31, 2023

A "Jobs To Be Done" Case Study
Steve Hansen

In this webcast Steve Hansen, partner at Phase 5, will walk through how and why to bring the voice of end users into your product roadmap via a case study from research recently completed for a B2B software... [Read more]

Viewpoint Article | October 20, 2023

Know Your Customer
Peter Monkhouse

When I took my MBA, my marketing professor was an engineer who had developed, in his opinion, the world's best personal hovercraft, three times. He had also declared bankruptcy three times. After the third bankruptcy, he decided...[Read more]

Viewpoint Blog | August 16, 2023

The Application of Jobs to Be Done in B2B Markets: Unlocking Value and Driving Innovation
Scott Burleson

As the speed of innovation increases, understanding customer needs and creating products and services that address those needs is crucial for success...[Read more]

WHITEPAPER | August 10, 2023

Voice of the Customer in a Widget-Free World
Tony Belilovskiy and Robin Lawton

Pain need not be the motivator for improvement. When an already well-performing medium-sized financial organization suddenly achieves new revenue growth of $8 million within 90 days of asking its customers new questions, it is tempting... [Read more]

JPIM Article | May 19, 2023

Capturing product/service improvement ideas from social media based on lead user theory?
Chang Yin, Cuiqing Jiang, Hemant K. Jain, Yao Liu, Bo Chen

Capturing valuable product/service improvement ideas is helpful for the development of new features. However, the existing methods for capturing such improvement ... [Read more]

JPIM Article | March 13, 2023

How do different network positions affect crowd members' success in crowdsourcing challenges?
Erica Mazzola, Mariangela Piazza, Giovanni Perrone

In the crowdsourcing challenges, crowd members can interact with each other by, for example, chatting, exchanging... [Read more]

Podcast | March 7, 2023

How Product Managers Can Go Beyond the Obvious in VOC – With Chad McAllister and Kristyn Corrigan

Agile teams need to know what they are developing, and VOC is a tool for understanding what customers need. However, traditional VOC doesn’t meld well with development accomplished... [Read more]

JPIM Article | March 13, 2023

Deflected by the tin foil hat? Word-of-mouth, conspiracy beliefs, and the adoption of innovative public health apps
Tobias Kraemer, Welf H. Weiger, Simon Trang, Manuel Trenz

Due to rapid technological advances and the increasing diffusion of smart devices, public health applications... [Read more]

PDMA Webcast | July 22, 2022

Combining Jobs-To-Be-Done and Journey Mapping: An Innovative Approach to Innovation
Steve Hansen

In this webcast Steve Hansen, partner at Phase 5 and erstwhile product manager, will demonstrate how combining the Jobs-To-Be-Done and Journey Mapping... [Read more]

JPIM Article | June 7, 2022

Innovation’s Domain: The Need for a Sharper Yet Broader Focus
S. P. Raj and Gerard A. Athaide

Kahn's (2022) essay notes the growth in centers for innovation and entrepreneurship on college campuses and prompted his call for a clearer understanding and appreciation of the roles... [Read more]

Viewpoint Blog | May 19, 2022

The Most Important VOC Skill: Listening
Scott Burleson

How can you tell an experienced Voice of the Customer practitioner? It’s simple. During an interview, they are listening more than speaking. New folks, invariably, spend much too much time talking. If you consider that we don’t learn when...[Read more]

JPIM Article | May 4, 2022

The Dark Side of Business Model Innovation: An Empirical Investigation Into the Evolvement of Customer Resistance and the Effectiveness of Potential Countermeasures
Sven Heidenreich, Elena Freisinger, and Christian Landau

In the past decade, a core assumption of research on business... [Read more]

Viewpoint Blog | May 3, 2022

VOC Research Should Drive Segmentation
Scott Burleson

Every business performs some customer segmentation. That is, we do something to group customers in similar buckets. But what criteria do we use? Commonly, too commonly, we use demographic information. Why demographic data? Because...[Read more]

JPIM Article | March 22, 2022

The Effects of Exposure to Others’ Ideas and Their Ratings on Online Crowdsourcing Platforms on the Quantity and Novelty of Subsequently Generated Ideas
Bo Chen and Niek Althuizen

Research has shown that exposing people to others' ideas and the ratings of those ideas can influence their subsequent... [Read more]

Viewpoint Blog | February 4, 2022

From Atoms to Bits: Digital Transformation for Physical Incumbents
Alan Cucknell

In his talk at PDMA 2022, Alan Cucknell discusses how physical product companies should approach connected product innovation, with a practical step by step guide. While media hype...[Read more]

Viewpoint Blog | December 22, 2021

VOC Research Should Be Continuous (Not a Project)
Scott Burleson

Typically, we tend to think of new product development (NPD), as a project. That is, it has an end, and it has a beginning. It does not take much speculation to know why this is. We develop new products...[Read more]

Viewpoint Blog | November 24, 2021

Building the Voice of the Customer Toolset
Scott Burleson

To be a great market researcher, it takes training, experience, and tools. However, when a person initially becomes a product manager, they will typically have none of these. Good companies should waste no time in providing new product managers with... [Read more]

Viewpoint Blog | July 19, 2021

Great Value Propositions Begin With Market Research
Scott Burleson

If you’ve worked in marketing long enough, you’ve probably had the pleasure of creating value propositions backward. What does it mean, to create value propositions backward... [Read more]

VIEWPOINT BLOG | June 16, 2021

Idea Generation in the 21st Century - an interview with Ty Hagler of Trig
Scott Burleson

Alex Osborn, an advertising executive, began documenting creativity as a process in the 1930s. Even today, we credit Osborn with key brainstorming tenets, such as deferring judgment... [Read more]

kHUB Article | May 7, 2021

Confidently Creates Customer Value with Every Product Innovation
Tony Ulwick

Product managers are critical to a company’s success. An article published by McKinsey went so far as to call them “mini-CEOs,” as they are responsible for what is arguably the biggest contributor to creating... [Read more]

JPIM Article | May 4, 2021

Customer heterogeneity and innovation-based competitive strategy: A review, synthesis, and research agenda
Amali Wijekoon, Sandeep Salunke, Gerard A. Athaide

Managing customer heterogeneity (CH), that is, differences among customers (e.g., consumers, business firms) is an important, yet challenging consideration  ... [Read more]

Viewpoint Blog | April 15, 2021

Market Research: The First Step to Generate New Product Ideas
Scott Burleson

When executing market research for innovation, it's important to keep the end in mind. Or at least to keep the next step in the process in mind. This next step? It's usually an ideation session. For the practical market researcher... [Read more]

PDMA Webcast | March 23, 2021

When You Built It, But They Didn't Come
Rachel Rapoza

A lot of B2B companies have great products, but unfortunately, a lot of companies also struggle to effectively communicate the value of their products - or worst, they sound like everyone else. For some, great product messaging and positioning may seem... [Read more]

Viewpoint Blog | February 25, 2021

Market Testing for Fun and Profit
Scott Burleson

Market testing, otherwise known as “concept testing,” is the process of bringing a concept to a customer for their feedback. This can be done at various points of the new product development process... [Read more]

PDMA Webcast | February 18, 2021

Frequently Encountered Quandaries (FEQs) in “Jobs to be Done” Innovation Research
Steve Hansen

This webcast will provide Innovation and Product Development and Management professionals with practical knowledge and know how on how to apply and leverage the JTBD framework to succeed in a... [Read more]

kHUB Article | January 12, 2021

Use Needs-Based Segmentation for Innovation
Scott Burleson

Market segmentation is the process of dividing a market into smaller bits. For instance, you could segment by product, geography, customer type, value chain position, and so on. The variables of segmentation vary... [Read more]

PDMA Webcast | December 17, 2020

Create Brand Stories That Buzz
Arjun Sen

Based on high-impact brand origin & founder stories Arjun has created for brands. Customers decide emotionally and justify rationally. In a world where most businesses scream their brand features, Arjun has created crisp purposeful stories that break... [Read more]

Viewpoint Blog | October 9, 2020

Four Categories of Market Research
Scott Burleson

Without proper market research, companies are treating new product development like a casino. Hoping and wishing for successes. After all, innovation is a problem-solving process. It’s just that we’re solving... [Read more]

JPIM Article | October 7, 2020

What about Design Newness?
Katrin Talke, Sören Salomo, Jaap E. Wieringa and Antje Lutz

In several industries, new products are very similar in functional features but compete on their unique design. Firms like Alessi, Apple, Bang & Olufsen, Dyson, or Kartell all follow a design‐driven innovation approach... [Read more]

JPIM Article | October 7, 2020

Design, Meanings, and Radical Innovation
Roberto Verganti

Recent studies on design management have helped us to better comprehend how companies can apply design to get closer to users and to better understand their needs; this is an approach usually referred to as user‐centered design. Yet analysis... [Read more]

kHUB Article | July 29, 2020

How the Landscape of Market Research is Changing Faster, Better Insights with AI
Kristyn Corrigan

Machine learning is an increasingly prevalent term in today’s market research landscape. But what is it and why is it so important? The ultimate measure of successful research in a mature and well-understood... [Read more]

PDMA Webcast | July 16, 2020

Virtual VOC: How to understand B2B customer needs… without the plane ride
Dan Adams

Dan Adams of the AIM Institute has taught tens of thousands how to interview customers in-person and through web-conferences. Because of today’s travel restrictions, AIM has taken virtual VOC (VVOC)... [Read more]

PDMA Webcast | May 21, 2020

Machine Learning: Leading the Insights Revolution
Gerry Katz and Kristyn Corrigan

Machine learning is an increasingly prevalent term in today’s innovation landscape. But what is it and why is it so important. The ultimate measure of successful innovation in a mature and well-understood category... [Read more]

PDMA Webcast | September 19, 2019

Impact Matters: How to Design with Empathy and Leave Your Biases Behind
Alexandra Lung

Empathy requires us to put aside our culture, ideas and worldview in order to truly understand other peoples’ experiences. But most of the times, empathy is blinded by our own biases. As Product Managers and... [Read more]

JPIM Article | September 8, 2019

Toward A Theory on the Reproduction of Social Innovations in Subsistence Marketplaces
Laurel Steinfield and Diane Holt

Social innovations and their diffusion are critical in bridging the multiplicity of deprivations experienced by those in subsistence contexts. Yet they often do not... [Read more]

JPIM Article | September 6, 2019

Being Innovative While Being Green
Nicholas G. Paparoidamis, Thi Thanh Huong Tran, Leonidas C. Leonidou and Athina Zeriti

Eco‐innovations are an effective way for companies to strategically align themselves with customers’ growing environmental concerns. Despite their crucial role, scant research has focused on eco‐innovative... [Read more]

JPIM Article | August 28, 2019

Looking for a Needle in a Haystack
Daniel J. Kruse, Moritz Goeldner, Katrin Eling and Cornelius Herstatt

The worldwide increase in societal challenges is putting pressure on humanitarian organizations to develop sophisticated approaches to leverage social innovations in the humanitarian sector. Since humanitarian... [Read more]

PDMA Webcast | September 20, 2018

Lessons from Behavioral Science: A Great Product Isn't Enough
Stephen Wendel

People don't always do what they say – or even what they sincerely want to do. That’s true in daily life, and it’s true in our products and with our users. Research in behavioral science can help us understand why good... [Read more]

PDMA Webcast | April 11, 2017

So, Who's the Customer? Dealing with Complex Value Change
Gerry Katz

During this webcast, Gerry Katz will explore the complexity of managing the needs of many relevant 'customers' in business-to-business (B2B) product development. At the beginning of any new... [Read more]

JPIM Article | February 17, 2017

A Novel Approach for Predicting and Understanding Consumers' Sense of Design Similarity
Thomas F. Schreiner, Thomas Fandrich, Mark Heitmann and Katrin Talke

Product designers continuously emphasize how important yet difficult it is to create new products with designs similar... [Read more]

PDMA Webcast | November 2, 2016

Collecting Product Input Through a Well-Managed Customer Advisory Board Program
Eyal Danon and Gavin Nathan

Collecting Product Input Through a Well-Managed Customer Advisory Board Program is led by Eyal Danon, founder of Ignite Advisory Group, and Gavin Nathan, founder of customeradvisoryboard.org... [Read more]

PDMA Webcast | October 27, 2016

Surprising New Research on B2B-Optimized VOC
Dan Adams

Surprising New Research on B2B-Optimized Voice of the Consumer: Evidence for What Really Works is led by Dan Adams, founder of The Advanced Innovation & Marketing (AIM) Institute... [Read more]

PDMA Webcast | 2016

More Than Just Heat Maps: Using Eye Tracking for Product Development
Kirk Hendrickson

When developing a new product, one of the biggest challenges is predicting how the product will compete once it arrives in the store. Will the package draw attention? Will the most... [Read more]

PDMA Webcast | October 29, 2015

5 Ways to Build Your Customer into the Front End of Innovation
Gerry Katz

Incorporating customer input into innovation doesn’t have to be painful – in fact, it can be incredibly rewarding. Customer knowledge and empathy are the essence of the design thinking and lean startup models... [Read more]

kHUB Article | 2015

The Missing Link in Open Innovation
INPEX

The open innovation movement is in full swing, and companies everywhere are turning to external sources for new product ideas. But, with open innovation now the standard business model, how can your company truly gain a competitive advantage... [Read more]

PDMA Webcast | October 30, 2014

Value Creation, Value Added, and Other Clichés
Gerry Katz

During this webcast, Gerry Katz will explore new ways to think about “value” that, hopefully, will broaden individuals' approach to finding and creating it. The terms “Value Creation”, “Value Added”, and... [Read more]

JPIM Article | September 1, 2014

Package Graphic Design
Franck Celhay and Jean François Trinquecoste

Designers and marketing managers often agree that visual codes, in terms of product and package design, typify certain product categories. These “category‐based visual codes” refer to the formal and graphic characteristics most frequently seen... [Read more]

PDMA Webcast | December 12, 2013

Reinventing VOC for B2B
Dan Adams and Dave Loomis

This webcast covers four awkward realities and 12 new rules that offer a great summary of topical points for Product Developers involved in Business-to-Business (B2B) organizations. With the Webcast you'll receive a free interactive e-book “Reinventing VOC... [Read more]

PDMA Webcast | June 27, 2013

Hijacked Again! Three Trends in the Field of VoC
Gary Katz

In short, VoC is and always has been about the study of customer needs (see Figure 1) and was intended for developing new or improved products, designing new or improved services; and improving... [Read more]

PDMA Webcast | June 20, 2013

Learn Social Networking from IBM
Ed Brill

Can social networking help you build better products or be a better product manager? According to IBM executive and author Ed Brill, the answer is yes. In this webcast, Brill discusses “Opting In,” lessons in merging product management and... [Read more]

kHUB Article | 2013

Embrace Change by Embracing Innovation
Gaurav Bhalla

The business world has always had a contradictory attitude toward change. At a cognitive level, companies acknowledge that ignoring change can be dangerous to their health—sometimes even fatal. However, that acknowledgment doesn’t always... [Read more]

kHUB Article | 2013

Navigating the Conjoint Analysis Minefield
Steve Gaskin

Has this ever happened to you? Your client, who is a major manufacturer of high-speed color printing equipment, has hired you to perform a conjoint analysis, and in the process of designing the study, has told you that he is “100 percent positive” that his... [Read more]

kHUB Article | 2013

A Framework for Understanding Emerging Consumer Needs
Andy Hines

New product developers are constantly searching for emerging or latent needs. It has almost become truism that one cannot simply ask consumers about their future needs—consumers don’t know. So, it is left to... [Read more]

PDMA Webcast | February 9, 2012

How to Buy Market Research: Becoming a Smarter Client
Gerry Katz

Much has been written about how to be a good consultant – what pleases clients and what annoys them. In this highly informative and entertaining on-demand webcast, long-time market researcher Katz... [Read more]

PDMA Webcast | July 26, 2011

10 Ways to Screw Up Your VOC
Gerry Katz

Voice of the Customer projects are no walk in the park. Even the most seasoned product innovation and development professionals can find themselves stumbling in the realm of VOC. This webcast, 10 Ways to Screw Up Your VOC, sponsored by... [Read more]

PDMA Webcast | June 23, 2010

Tapping the Wisdom of Crowds to Predict the Future
Jared Heyman

For years, prediction markets have harnessed "the wisdom of crowds" to predict a variety of real-world outcomes with great accuracy, from movie box office receipts to election winners. Now the world's leading brands... [Read more]