WHO SHOULD ATTEND

Individuals or Cross-functional teams including marketing, product development, R&D, engineering, sales, and business strategy leaders responsible for customer insights and innovation.

WHAT YOU LEARN

1. Distinguish True Insights from Research: Understand what customer insights really are versus market research, and apply the Jobs-to-be-Done framework to uncover unmet needs customers struggle to articulate.
2. Identify Innovation Opportunities: Move beyond obvious improvements to breakthrough opportunities competitors miss, and prioritize opportunities by strategic value and feasibility.
3. Gather and Generate Insights: Deploy techniques that work across stakeholder groups from customers to internal teams, and transform raw observations into structured, prioritized insights.
4. Measure and Validate: Quantify which needs matter most to innovation success, validate insights directly with customers, and use data to support decision-making.
5. Build Repeatable Processes: Establish ongoing insight generation capabilities beyond one-time projects, and activate insights into innovation roadmaps, opportunity matrices, and strategic initiatives.

WHAT YOU GET

1. Innovation Roadmap with prioritized opportunities based on validated customer insights
2. Opportunity Matrix ranking initiatives by strategic value and feasibility
3. Actionable Insights Repository ready for strategy development and resource allocation
4. Customer Needs Analysis using Jobs-to-be-Done framework
5. Repeatable Process and toolkit for ongoing insight generation
6. Expert coaching throughout on real business challenges
7. Consultative learning experience delivering actual business outputs, not just concepts

INSTRUCTOR

Dave Anshen is a senior consultant with Market Edge based in Wilmington, Delaware. He has worked extensively in the areas of strategy development, strategic marketing, innovation, pricing strategy and leadership development. Dave has 30 years of experience in global business leadership and business development roles.

Dave’s recent projects have included development of strategic marketing, pricing & value selling programs for leaders in B2B markets, development of a global business strategy and strategic pricing initiatives for a specialty materials company with sales of $5 billion and development of an innovation roadmap and pipeline management tools/processes for a leading medical device company.

Prior to joining Market Edge in 2008, Dave was a global business leader at W. L. Gore & Associates. Dave holds an MBA in Marketing from the University of Delaware and a BS in Mechanical Engineering from Lafayette College. Dave’s continuing education includes the Wharton School and Harvard’s Strategy Program.