Customer Research Education Panel at CESSE 2011 Uses Virtual KOL Technology

Many CESSE members have asked for more information on how associations can use market and customer research to enhance member value and performance of their education product portfolio outside the US market.  Specifically, they asked:

  • What is the role of market and customer research in a successful product strategy?
  • What works best when performing face-to-face member and customer product assessments to help you identify gaps in perceived customer value that can impact design, production, distribution or promotion?

Peter Turner from MCI organized a distinguished panel of researchers who either serve or work in engineering societies representing different size businesses.  Presenting first-person accounts included:  Jodie Slaughter from McKinley Advisors (representing her client the American Ceramics Society), Jackie Oppenheim and Russ Raman from ASME, and Marc Beebe from IEEE.

Jackie, Russ, and Marc presented from their HQ’s on the East coast via the online content production company Blue Sky Broadcast.  Peter and Jodie presented from the session room at the Hyatt Vancouver and the audience camera captured questions from the audience.

You can watch the entire video and audio broadcast of the session.  To view the archived session, please follow this link.

We are also happy to provide the slides from this session too.

About the author

Peter Turner

As MCI's Senior Advisor, Global Development Strategy, I help associations build and execute global growth strategies. Over the past 30 years I have served three associations (ASAE, MPI and IEEE Computer Society) as a leader of business, product and partnership development.

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