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Online Training: Everyday Innovation, Part 1: Look Beyond the "Voice of the Customer" and Discover Unarticulated Customer Needs

An online training course produced by IndustryWeek, in partnership with BMGI

Date: This webinar is now available On-Demand.
Event Type: On-Demand Webinar
Cost: Starting at $199. See details below.

Purchase this online training


About the "Everyday Innovation" series

Innovation is a necessary part of being a successful, sustainable organization. But how do you make it a regular, predictable part of your business? Everyday innovation doesn’t have to be out of your reach. By applying simple, proven approaches, your company can create a culture that embraces innovation. To do this, you must look forward instead of back. You must understand that innovation is for all, not just a select few. And you must sometimes scrap the very process that you’ve worked to improve.

Each standalone session in this three-part online training series is focused on everyday innovation.  We’ll look at the tools and techniques to go beyond traditional voice of the customer and identify your customers’ unmet needs (Session 1), unleash the creative potential of your whole company (Session 2 on Nov. 1 - click here for info), and achieve the impossible through process innovation (Session 3 on Nov. 15 - click here for info).  Choose the session that focuses on what you want to improve, or attend all three to transform your company and your career. 

Voice of the Customer (Session 1) detail:

Henry Ford is often attributed with saying, “If I had asked people what they wanted, they would have said faster horses.” Whether he actually made this statement is up for debate, but the message is not. Traditional voice of the customer techniques often fall short in identifying a customer’s unarticulated -- and unmet -- needs.

Sony was wildly successful under the leadership of Chairman Akio Morita during 1955 to 1980 with the introduction of a series of disruptive inventions such as the Walkman. Morita had a policy of not doing any market research. He held the view that if the market does not exist, how can you measure it and if the product does not exist, how can you ask the customer. During the 1980s when Morita stepped down, Sony set out to secure its market position through the traditional voice of the customer approach. The result was a great disappointment with a series of incremental innovations in its established market. Twenty years later and with virtually no competition in the portable music space, Sony was still sitting on a goldmine of opportunity -- un-foretold by the voice of the customer. A novel way to listen to music emerged: the iPod. How is it that Sony missed such an opportunity? 

Whether you are an engineer, quality professional, or manager, in this online training session, you will learn a systematic approach, tools, and techniques that will enable you to shift from the old paradigm of understanding the voice of the customer to the new paradigm of identifying unmet and unarticulated needs of your customers.

Agenda topics:

  • The old paradigm: Applying voice of the customer for continuous improvement  
  • The shortcomings of the classical improvement approach  
  • Tools for “learning to see” unarticulated customer needs
    -- Job to Be Done
    -- Outcome Expectations
    -- Job Mapping
    -- Job Scoping
  • The science of ethnography and how to do it well

Who Should Attend?

  • Quality managers and professionals
  • Lean and Six Sigma practitioners
  • Process improvement team leaders

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Date and time

This session will take place on Thursday, September 27, 2012.  It begins at 11:00am EDT and provides 2 hours of instruction, which will include adequate time for audience questions and answers. Click here to convert to another time zone.

Dates/times for upcoming sessions in this series:

Investment and benefits

Included with all registrations:

  • Live training course
  • Downloadable slides for note-taking
  • 1 year access to an on-demand version of the course(s) you purchased
  • Continuing education credits -- see details below

Choose your registration type:

Individual Group*
For those who want to attend the training alone If you want to train multiple people at your location
$199 to register for a single session $399 to register for a single session
Get all three sessions at a discounted rate -- just $499 (save $98) Get all three sessions at a discounted rate -- just $999 (save $198)

* Rules for groups:
A "group" consists of multiple people within a single room at a single location, viewing the training session on a single screen.  If you want to train people in multiple locations, or if each person requires their own screen to view, they must register separately.


  • A CD-ROM can be added to any registration for an additional $199 per session.

Continuing education credits

Each registration entitles you to receive continuing education credits for one person through our partnership with the International Association for Continuing Education & Training (IACET).  During the training session, you'll receive instructions on how to claim your credits.

IACET continuing education credits are accepted by the American Society for Quality (ASQ) and hundreds of other organizations and companies.


Michele Quinn
Senior Client Partner

Michele Quinn is a deeply knowledgeable business expert, highly skilled facilitator and veritable dynamo on her feet. That's why she's loved by clients across such environments as supply chain management, oil and energy, high-tech manufacturing, life sciences, and many others.

Quinn has an impeccable reputation as a change leader and hands-on coach, trainer and facilitator. She's worked closely with more than 1,000 executives, champions, black belts, green belts and process owners as they identify areas in need of improvement and deploy successful problem solving and process improvement strategies.

As one of BMGI's most seasoned professionals and Change Leadership Practice Leader, Quinn reaches beyond the traditional lean and lean six sigma tool boxes to bring a fresh approach to problem solving. At one large, global manufacturing company, Quinn led an ideation session that generated over 140 unique ideas that addressed three major business problems. At another global manufacturing company she led a rapid innovation event to improve customer relationships. A Master Black Belt, Quinn is also certified in Kirton Adaption-Innovation Inventory (KAI), DiSC, and Appreciative Inquiry (AI).

Paul Massey
Senior Client Partner

Paul Massey is a senior client partner with more than 15 years of business improvement experience in both manufacturing and transactional environments. Massey steadfastly believes in a holistic approach to business improvement that aligns strategic goals with local projects, standardizing activities across all divisions. One of BMGI's most in-demand instructors and coach, Massey has helped BMGI clients improve production, marketing, communication, product development, purchasing, and warehousing processes.

As a member of BMGI's innovation delivery team and regular contributor to BMGI's innovation practice, Massey brings to BMGI's clients significant experience on both the theoretical and practical application of innovation methods and techniques. His innovation expertise has benefitted such companies as Exxon Mobil, Illinois Tool Works, PNC Bank, and Novartis. Massey's greatest strength is enabling an organization to tap into its wealth of experience, knowledge, and creativity.

A Master Black Belt, Massey contributed to the book The Innovator's Toolkit: 50+ Techniques for Predictable and Sustainable Organic Growth.

More information

This training session will be conducted using a slides-and-audio format.  After you complete your registration, you will receive a confirmation email with details for joining the training course, as well as your unique password.

Purchase this online training




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