15.821 | Fall 2002 | Graduate

Listening to the Customer


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  

Course Info

As Taught In
Fall 2002
Learning Resource Types
Lecture Notes