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Snow Date: Practitioner's Workshop - Conducting Customer Interviews
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Snow Date:  Practitioner's Workshop - Conducting Customer Interviews

When: February 28, 2013
From noon to 4:30 p.m.
Where: Bentley University
LaCava 305
175 Forest Ave
Waltham, Massachusetts 
United States
Contact: Petra Lehman

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 Conducting Customer Interviews

A Practitioner's Workshop Series event
with expert Steve Johnson

It’s one thing to learn the theories of product management but many product teams need help applying the knowledge to their products and their organization. Many people consider market research to be something that only outside firms can do but it’s amazing what you can learn in a phone discussion or while observing clients in their work environment. In this session, we’ll introduce the mechanics of interviewing and then conduct practice interviews. We will also be covering:

  • The four areas of the market

  • Comparing research tools

  • 5 research methods every product manager should know

  • The mechanics of client interviews

After the session, you’ll know how to discover the customer insights that will ensure your product’s success.


  • Learn when to contact customers—and when not to

  • Create your own discussion guide, tailored to your company and product

  • Practice interviews with real people.

  • How to communicate what you’ve learned to your organization



Fees include a copy of the workshop materials and a mid-afternoon snack.

$195 for BPMA Premium members
$295 for BPMA Basic and non-members

Sign up today for a Premium Membership at $75 and register for this and future workshops at the Premium member rate.
Premium Membership allows for free admission to standard monthly events for the next year and access to other special offers.

Special group rates are also available. Please contact Petra Lehman at for more information.

To keep the workshop as interactive as possible, attendance is limited to 25 attendees and will not run with fewer than 7.



About the Presenter:

Steve Johnson is a recognized thought leader on product marketing and management processes. He’s been teaching, writing, and speaking on product management topics since 1995. His approach is based on the belief that minimal process and simple templates result in a nimble product marketing and management team.

Steve is a popular keynote speaker at forums throughout North America and author of many articles on technology product marketing and management.

Steve is co-founder of Applied Frameworks, focused on the strategic role of product management in agile environments. Previously, Steve was a Pragmatic Marketing instructor for over 15 years and personally trained thousands of product managers and hundreds of company senior executive teams.


Connect with Steve:

The Practitioner's Workshop Series is Sponsored by


We Would Like to Thank Our Sponsors