This Webinar will introduce you to the logic of a simple model, called “The Spearhead” – a systematic process how to transform consumer insights into consumer-centric product concepts that actually sell in the marketplace. Following this logic has proven to produce successful product concepts, thus reducing the percentage of in-market failures.
The producers of the Shopper Insight in Action Conference invite you to join Prof. Dr. Hans-Willi Schroiff to learn:
- How to build a “Consumer Learning Plan”
- How to distill relevant “Anchor Themes” from the sea of knowledge
- How to transform an anchor theme into a set of creative new product concepts
- How to select and improve a winning concept
- How to test product concepts
Register here: https://cc.readytalk.com/r/q5h2vt9bgja4&eom
Mention Priority code: M2615w1blog
Date: Thu, Feb 13, 2014
Time: 10:00 AM EST
Duration: 1 hour
Host(s): Shopper Insights in Action
Prof. Dr. Hans-Willi Schroiff joined the RWTH School of Business and Economics as a faculty member and Honorary Professor in 2002, where since then he teaches BA/ MBA courses all year round. Besides that, he is a frequently invited lecturer/ speaker at top business schools in Europe and in the US (e.g. Tuck School of Business, Harvard Business School, London Business School, European School of Management and Technology - Berlin, INSEAD Fontainebleau etc.).
He is the author of numerous publications and a keynote speaker at business conferences in Europe and in the US. From 1999-2008 he served as an Executive Council member of the Marketing Science Instititute (MSI) in Boston. Prof. Schroiff is on the Advisory Board/ Board of Directors of several international market research companies, such as Dialego and YouGov Germany. In the beginning of 2013 he became a co-founder and managing partner of MindChainge, an international consulting firm focusing on consumer-centric innovation.