Courses:

Listening to the Customer >> Content Detail

Calendar


LEC #	TOPICS	KEY DATES


1	Introduction


2	Case: Boston Beer Boston Beer Company, Storytelling	Pick Project Team


3	Guest Lecture: Robert Klein, AMS	Pick Topic & Prepare Discussion


4	Interviews, Consumer Behavior	Pick Topic & Prepare Discussion (continued)


5	Guest Lecture Jim Ferry, B.I.G.	Conduct Interview


6	Focus Groups: Boston Fights Drugs, Test-marketing a President	Conduct Interview (continued)


7	Guest Lecture Christina Hepner Brodie	Complete and Transcribe Interviews


8	Observational Methods	Complete and Transcribe Interviews (continued)


9	'Scrubbing' Exercise	Identify and Scrub


10	Generating Concepts	Identify and Scrub (continued)


11	The Customer's Voice on Pricing	Create an Affinity Diagram


12	Presentations