Listening to the Customer

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