The Elements of Value: Measuring What Consumers Really Want
Tuesday, August 9, 2016
|12:00 PM - 1:00 PM||US Eastern|
|11:00 AM - 12:00 PM||US Central|
|10:00 AM - 11:00 AM||US Mountain|
|9:00 AM - 10:00 AM||US Pacific|
|4:00 PM - 5:00 PM||GMT|
When potential customers evaluate a product or service, they weigh its perceived value against the price. For marketers, it is fairly easy to understand and analyze how consumers think about the price side of the equation. But understanding what consumers truly value is much more complex and psychologically complicated.
To better dissect and understand value through the eyes of the customer, Bain & Company's Eric Almquist and his colleagues have identified 30 “elements of value” in four categories—functional, emotional, life changing, and social impact. Using these elements of value it is possible to develop a rigorous model of consumer value and better understand consumer behavior in any area.
On August 9, 2016, in a live, interactive, Harvard Business Review webinar, Almquist will describe the elements of value and explain how marketers can use this concept to improve customer experience, value and spark growth. Insights from this work can affect customer segmentation, new product development, and customer loyalty.
To figure out how to drive greater growth by providing improved customer value, join Eric Almquist and HBR on August 9 to discover how to truly understand and provide what customers value most.
About the Speaker
Eric Almquist is a Partner in Bain & Company’s Boston office and a member of the firm’s global Customer Strategy and Marketing practice. Eric is the global head of Customer Insights for Bain and is a leader in the firm’s Advanced Analytics team.
As a member of the Customer Strategy and Marketing practice, Dr. Almquist is one of the firm’s experts in developing value propositions, customer experience, and loyalty strategies. He has extensive experience with new customer acquisition, brand strategy, and new product/service development for clients across many industries.
Prior to joining Bain, Dr. Almquist had a long career at Lippincott Mercer and Mercer Management Consulting (now Oliver Wyman), where he was a leader of the firm’s Customer Strategy Team and was the founder of one of the first comprehensive marketing science capabilities in the consulting industry.
Dr. Almquist has contributed to such publications as the Harvard Business Review on Marketing, Harvard Business Review, Marketing Management, Journal of Brand Management, and Design Management Journal. He speaks regularly on the topics of customer strategy, demand management, and corporate brand strategy.
Eric earned a B.A. from Stanford University and M.A. and Ph.D. degrees in anthropology from Boston University. He was the recipient of a Social Science Research Council Foreign Area Fellowship and has served as a Trustee of the Marketing Science Institute.