Resources: Archives — Past meetings · 2003

(Past Meetings: 2004 2003 2002)

Wednesday, September 17, 2003, 11:30 AM

Best Practices: Real-Time Customer Research for Product Development

Are you meeting revenue targets with new releases and new products? If not, what is the problem? Is it your target, your product, or your pricing?

Venue: Santa Clara University
Kenna Hall, Room 107
Directions
Time: 11:30am to 1:30pm
Costs: Pre-registration: $20 for National PDMA members and $30 for nonmembers.
Walk-in registration: $25 for National PDMA members and $35 for nonmembers.

Presentation Details:

Biorad was interested in getting information from scientists on their need for a new instrument that they are developing which is patent pending. The customer research was a real challenge. They had to be anonymous because they didn't want it to leak into the industry that they are working on this new instrument which they believe is a breakthrough for cancer research. They conducted a spectrum of customer research that included face-to-face and on-line focus groups. BioRad will talk about how/why they used qualitative research for the fuzzy-front-end as well as the types of findings they discovered early-on that is helping throughout the actual development process.

Presenter:

Steve Gagliardi, Product Manager, Bio-Rad Laboratories
www.biorad.com

Steve Gagliardi is senior product manager for Molecular Biology Devices at Bio-Rad Laboratories located in Hercules, CA. His responsibilities include identifying strategic and tactical initiatives for polymerase chain reaction (PCR) amplification, a major step in DNA identification that is is widely used not only in research, but in clinical diagnostics and forensic science. He leads multi-disciplinary teams in the development and introduction of new amplification products. Previously, he was with Intergen Company and Science & Technology Corporation. Steve holds both an MS and BS in Biology from Virginia Commonwealth University. His work in Quantitative RT-PCR assay optimization was recently published in Clinical Chemistry.

Co-presenter:

Linda Stegeman, President, Artafact, LLC
www.artafact.com

Linda has over 20 years experience in strategy, development and marketing for products, services, and major divisions of Fortune 50 firms. Her experience evolved from brand management in packaged goods to senior officer positions at large technology firms to successful B2B e-commerce startups including Commerce One, ChemConnect, the Octel Messaging Unit of Lucent Technologies, Ameritech, Gerber Products, and Nestle Foods. She is an experienced leader in marketing, strategy, positioning, new product development and generating customer value with a proven track record.

She has created and built multiple product and service brands including the successful launch of a B2B e-commerce company, ChemConnect, and two new businesses, Fancy Feast Gourmet Cat Food and Ameritech Caller ID, each exceeded $100 million in revenue within the first 24 months.

She has served on the Board of the University of Michigan School of Business for five years, she was selected as final round judge for the National EFFIE Advertising Awards in New York for two years, she represented Lucent as keynote presenter for the 1998 Global Information Infrastructure Awards, and she was honored with the 1996 TWINN (Technology Women In Industry).

Directions to the campus: http://www.scu.edu/map/parking/directions.cfm

Campus map: http://www.scu.edu/map/index.cfm Kenna Hall is #204 on the map (section #4)

Parking rules are very strictly enforced: http://www.scu.edu/map/parking/index.cfm

People can obtain a visitors parking pass by driving through the main SCU entrance and stopping at the entrance booth. Otherwise, they should park on the street; the best place is the area south of Market Street (see campus map) and west of The Alameda.