Using Customer Insights to Spark Transformations
July 14 @ 12:00 pm - 12:30 pm
About this Event
*This event is a webinar. Links will be provided to registrants prior to the event*
Many companies listen to the voice of the customer. It can increase marketing ROI, drive product strategy and improve customer loyalty. But most companies don’t realize the power of the customer to drive internal change.
Using two compelling case studies—one about a market leader struggling to stave off new competition, another about the challenges of bringing a disruptive technology to market—this presentation shows the power of the customer to inspire change. You’ll learn specific tools and techniques to use customer insights to overcome ingrained behaviors and become a rallying cry for organizational change.
- Recognize situations in which your organization is being resistant to change.
- Learn approaches for using customer insights to inspire change within your organization.
- Learn best practices for using insights to make your organization more agile and customer focused.
About Your Speaker: Scott Seidewitz, Founder & Principal, The Seidewitz Group
If you want to grow your company, beware what your market research consultant tells you—and your customers, too. That’s the message Scott Seidewitz has been telling clients for the past 16 years as principal of The Seidewitz Group.
A graduate of MIT, an ex-P&G branding expert and a former political activist, Scott has never shied away from challenging the conventional wisdom. With a sharp business perspective and deep understanding of market research best practices, Scott specializes in showing how conventional research often inhibits innovation and growth, rather than enabling them. His recommendations on what business leaders can do about this are both provocative and common sense. Scott’s also an innovator in applying the science of memory and motivation to marketing, showing how consumers often don’t know the reasons for their own behavior.
Using straightforward techniques from the brain sciences, The Seidewitz Group helps clients understand and capitalize on the unspoken drivers of purchase behavior. Scott works with Fortune 500 companies, mid-market firms and late stage venture-funded startups. Clients include Merck, Teva Neuroscience, Boston Scientific, Align Technology (makers of Invisalign), AliBaba, Intel and Intuit.