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Description
An organization can grow and succeed only if it thoroughly understands customer needs. While most product management teams recognize the importance of addressing customer needs, many lack a consistent process to identify the full spectrum of those needs. This session will provide an overview of The Forrester Needs Aperture, a methodology for identifying, prioritizing and applying customer needs to achieve innovation and go-to-market success.
Key Takeaways
- The different types of customer needs
- The different dimensions of a need that needs to be identified
- How to select the most appropriate research techniques for understanding customer needs
- Approaches to prioritizing customer needs to focus on for product innovation
Agenda
- 5:30 pm - Virtual Networking
- 6:00 pm - Introductions, Presentation and Q&A
- 7:00 pm - Adjourn
About the Speaker
Jeff Lash, SVP, Global Product Management, Forrester
Jeff Lash is SVP, Global Product Management at Forrester, where he oversees a portfolio of products that help business and technology leaders use customer obsession to accelerate growth. For nearly 10 years, Jeff was an advisor to product management leaders, helping them elevate the abilities of their teams to drive measurable and repeatable product success and business growth. He has 20+ years of experience in product management and marketing, user experience and product development.
Jeff joined Forrester through the acquisition of SiriusDecisions. Prior to SiriusDecisions, he was vice president, product portfolio management for a division of Reed Elsevier, a leading global provider of professional information solutions. There, he developed and implemented product portfolio management practices, managed the new product approval process, and was responsible for training, coaching, and mentoring a diverse product management team. He also served in senior-level product management positions across a portfolio of information products serving physicians and medical professionals and helped design and roll out standardized product development processes across the organization.
Outside of product management, Jeff has a passion for pickleball, both as a player and a certified pickleball instructor.