Regional: Past Events

PAMA: Ethnography II – Leveraging the Voice of the Customer

TIME: 12-2 p.m.
LOCATION: Crowne Plaza

Philadelphia Chapter of the American Marketing Association Presents Ethnography II – Leveraging the Voice of the Customer
January 12, 2012, 12:00 p.m. – 2:00 p.m.

The Philadelphia Chapter of the American Marketing Association (PAMA) invites marketers to a unique luncheon event on the use of Ethnography to achieve measurable success in product marketing.

In this follow-up program to PAMA’s critically-acclaimed summer event, Ethnography: Understand and Shape Your Brand Experience, a panel of experts will present case studies that demonstrate how increased understanding of user experience led to truly transformative products that succeeded with their target audiences.

The lunch-and-learn event will take place on Thursday, January 12, 12:00 p.m. to 2:00 p.m. at the Crowne Plaza Philadelphia West (4010 City Line Avenue, Philadelphia). Attendees are asked to RSVP by visiting http://www.amaphilly.org, calling 267-287-8497 or emailing info@amaphilly.org.

The registration fee, which includes both the program and 3-course lunch, is:
•$35 for PAMA members who register in advance ($45 on site)•$50 for non-members who register in advance ($60 on site)
“No matter whether you work as a B-to-B or B-to-C marketer, the phrase ‘voice of the customer’ seems to be showing up virtually everywhere as the next big solution to devising and deploying successful campaigns,” said Matt Roberts, PAMA president. “It makes perfect sense. Find out from the target audience member what they think, and how they actually use your product (or service), then find a way to give them what they want.”

Program attendees will learn from experts in the field about how ethnography has—and will—increasingly help shape brand differentiation, positioning (which results in more cost-effective and faster-acting tactics), user experience and brand management. Attendees will also get insights-to-go about how ethnographic research improves brands by examining them through the lens of users’ actual experience and tactics smaller companies can use to generate insights that drive product or brand innovation.

The expert panel includes:
•John P. Wendel, Ph.D., President, Wendel Ethnographic Research, Inc •Gigi Taylor, Ph.D., Researcher, Patricia Group
About PAMA
Established in 1931, the Philadelphia Chapter of the American Marketing Association (PAMA) was one of the first 100 chapters now affiliated with the American Marketing Association (AMA), which is the professional association for individuals and organizations who are leading the practice, teaching and development of marketing worldwide.

With over 500 student, emeritus and professional members today, PAMA represents a diverse array of businesses, industries, government and professional organizations across the Greater Philadelphia area. PAMA is committed to bringing together members at all career levels with key thought leaders in various marketing disciplines and industries. Visit www.amaphilly.org for more information.