Winning Customer Insights

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Genuine consumer Insights go well beyond the quantitative research available to all our competitors and the often superficial findings of qualitative research and focus groups. Therefore, real Insights provide Brands with a unique advantage in an increasingly competitive marketplace.

However, Insights are often poorly understood, inaccurately identified, and frequently confused with Customer Needs, Requirements, and/or Expectations. In fact, "faux" Insights are far more evident in Marketing Plans than actual Customer Insights. This Webinar focuses on the identification of actual Customer Insights and their application in the development of new Products, Services, and/or Marketing Communications. Further, it outlines an approach for both assessing the value of existing Customer Insights and developing a program for mining future Insights.



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Start: Wednesday, February 23, 2011 at 1:00pm

End: Wednesday, February 23, 2011 at 2:00pm



Rod McNealy  

 Principal, McNealy Advanced Communications

Rod McNealy's thirty-s ix year business career has centered on the fields of Marketing and Advertising. He worked in a variety of Marketing Leadership roles at Johnson & Johnson for thirty-one years.  Prior to joining Johnson & Johnson he worked for Procter & Gamble in Brand Management.

In his most recent role as Director of the Johnson & Johnson Marketing & Advertising College, Rod was responsible for global Marketing training, across all three Johnson & Johnson business sectors - pharmaceutical, medical devices and diagnostics, and consumer. When Rod joined the Marketing & Advertising College in 2000, the program conducted twelve classes annually, training approximately 400 managers. At the end of 2009 upon his retirement, the Marketing & Advertising College trained 3500+ managers in 125+ classes in 2009 alone.

Prior to his work at the Marketing and Advertising College, Rod was Director, Customer-Driven Quality at Johnson & Johnson Health Care Systems Inc., where he directed the Signature of Quality Process Excellence and Customer Satisfaction programs.  Additionally, Rod was one of the founding members of the Johnson & Johnson Quality Institute.  In this position Rod was responsible for training company managements and for assisting them in developing Customer - Focused implementation strategies.

Rod has conducted management training and formulated implementation strategies for companies located in the United States, Canada, Puerto Rico, Mexico, England, Ireland, Scotland, Switzerland, Sweden, Holland, Belgium, and Denmark.  In total he has trained more than 4000 managers.  Additionally, Rod has provided Quality Improvement implementation assistance to numerous hospital organization, public and private sector organizations, and the United States Naval Air Force Atlantic Fleet. 

He has spoken at over 150 organizations. His lively and interactive presentations cover a wide range of business topics. Additionally, Rod conducts marketing and advertising courses at the Wharton School, the Yale School of Management and Mount Holyoke College. Rod has served as a Visiting Lecturer at the Wharton School, University of Pennsylvania since 2004. He has taught over 30 sections, covering three different courses at the MBA, Executive Education and Wharton Undergraduate level. He is consistently rated among the top Marketing faculty.

Rod is the author of two books - one on implementing Quality Improvement processes entitled Making Quality Happen, the second on the strategic impact of Customer Satisfaction, Making Customer Satisfaction Happen.  Both are published by Kluwer Publishers, Boston, London, and Dordrecht, Holland.

Rod graduated from Princeton University with a Bachelor's Degree in American History.  He received his Masters in Business Administration from the Harvard University Graduate School of Business Administration. Rod's website provides detailed course offerings and presentation examples