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 Expert  721925

Expert in Customer Driven Profitable New Products and Services

Available for your Consulting and Expert Witness Needs

California (CA)
Education Work History Career AccomplishmentsPublicationsConsulting Services Expert Witness Market Research

Summary of Expertise:

Listed with other top experts in: 

Expert has been applying his marketing and new product expertise to the subject of innovation for over 15 years. He chaired the prestigious Outstanding Corporate Innovator (OCI) Award for the Product Development and Management Association (PDMA) for the past five years where he led the evaluation of more than 200 leading innovative companies. The OCI Award considers the results, process and culture supporting successful innovation. He has co-developed (with Xerox Corporation) Performance Enhancement Planning (PEP™) a process that provides structure and a customer focus to the Fuzzy Front End of the new product development process.


Expert has applied his extensive knowledge of market forecasting and segmentation to several recent projects. He has helped both start-ups and established firms assess the market for a wide range of new product concepts including a PC security device, an Internet service aimed at international trade, an advanced consumer electronics system, and a specialized industrial material.

market assessment

Expert has applied his broad marketing knowledge and experience to client needs that range from pricing, brochures and marketing collateral, product planning and launch, and customer training and product documentation. In these projects he brings a strong focus on the customer and their specific needs.


For over 15 years, market research has been a specialty of Expert's consulting practice. He specializes in the up front effort to make sure the project design meets the unique information and decision needs of the client. He is experienced in a wide range of market research approaches both quantitative and qualitative that get at the respondent's motivations and unarticulated needs. Expert uses a wide range of market research tools that are always selected and molded to the unique requirements of the assignment. Experience has taught him that clients give major consideration to the market research results when they buy. The tools Expert frequently uses include focus groups, Internet and in person; in depth technical and executive customer interviews; Quality Function Deployment (QFD), which is the link between research and decisions; customer satisfaction (customer complaints = continuous improvement); and benchmarking to find and emulate world-class processes.

market research

Expert is an expert in assessing the underlying value proposition of a new product or concept from a marketplace or customer standpoint. He is also skilled in assessing the fit of the new product with the firm. He uses his long experience with technology and a number of propriety software tools to carefully define the important product attributes, the match with the customer's application or the need and the risk level involved with the new product. He is particularly adept at adding an “outside – in” voice of the customer perspective to balance a firm's “inside – out” capabilities focused perspective.

new product assessment

Expert has been a leader in new product development for over 15 years. He has co-authored two books on the subject, given multiple presentations and workshops, and served as national Director of the Product Development and Management Association, an organization dedicated to new product development practitioners. Through workshops, publications and consulting assignments he has addressed the needs of countless organizations interested in improving their new product development, getting customer input into the process early, and reducing new product risk. For example, in a recent project, he helped “kick start” two multifunctional teams for a major manufacturer of medical equipment. This project helped the newly formed teams come to consensus on critical issues early in the development cycle.

new product development

Expert has applied his extensive market research background to surveying the market for many new product concepts. He has personally moderated over 200 customer focus group sessions both in person and on the Internet. In addition, he has held countless in depth personal interviews with prospective users and decision makers for a range of concepts for the technology, industrial and consumer markets. He has also designed and implemented several larger quantitative market surveys involving hundreds of telephone or mail interviews. In each of these efforts, his unique value added is his up front analysis and the use of tools such as Quality Function Deployment (QFD) to ensure that the survey is focused on product decisions.

new product market survey

Expert has been deeply involved with the new product development process in two primary areas:

As Chair of the Outstanding Corporate Innovator (OCI) Award for the Product Development and Management Association, he headed a team of practitioners, academics and consultants evaluating the product development process of more than 200 leading firms over the past five years. Specifically, this committee evaluates innovation in the stage-gate process that successfully meets the needs of their culture and their marketplace.

In his consulting practice, Expert has led the effort to have the voice of the customer drive the fuzzy front end of the new product development process. Through the use of tools such as Quality Function Deployment and Performance Enhancement Planning™ he has successfully followed through on his firm's tag line “Customer Driven Profitable Products.”


product delivery process

Expert has helped several firms with their research planning needs particularly as they relate to the assessment of their new product portfolio. For example, in a recent project for a major process manufacturing firm he helped evaluate the client's portfolio of new products in two major business areas. He worked with cross-functional research and development teams to evaluate a total of eleven new product projects in the two portfolios. The evaluation addresses the alignment of the portfolios with the strategy, portfolio balance with regards to project size, market segment, and risk level.

strategic research planning

For several years, Expert has been helping local aerospace and defense firms with their efforts to commercialize new technologies originally developed for the government. He has worked with product teams to define the unique value proposition for potential customers, to identify users, decision makers, and competition. A recent project involved identifying potential customers for a personal computer high-end encryption device originally developed for government agencies. Another project sized the commercial market for a specialized high-end printing device. In a third project, he helped an aerospace manufacturer design a screening process to prioritize new concepts for their technology transfer program.

technology transfer

The main thrust of Expert's consulting practice is concerned with making the voice of the customer the driving force behind profitable new products and services for clients. He has written a number of articles on this topic including one that details a process to turn market conversations into product specifications. He has long used a simplified version of Quality Function Deployment (QFD) to focus on the client's decisions and make sure that the right questions are posed to the correct respondents.

voice of the customer

Expert has been an Internet marketing advocate for more than seven years. Besides developing his own web site, he helped a major manufacturing firm assess customer readiness for their customer relationship management (CRM) program aimed at customer support. He has also worked with a start up Internet firm to assess the market for a new service aimed at international business. Expert has also used the Internet to moderate several on line focus groups to capture the electronic voice of the customer for clients.

Internet marketing


new product planning

Show Secondary and Basic Areas of Expertise
Expert may consult nationally and internationally, and is also local to the following cities: Los Angeles, California;  Long Beach, California;  Santa Ana, California;  Anaheim, California;  Riverside, California;  Bakersfield, California;  Glendale, California;  Huntington Beach, California;  San Bernardino, California;  and Oxnard, California.

Year   Degree   Subject   Institution  
1968   MBA   Finance - Industrial Economics   University of Delaware  
1959   BS   Mechanical Engineering   U.S. Merchant Marine Academy  

Work History:
Years   Employer   Department   Title   Responsibilities

1981 to







Expert's responsibilities include consulting on marketing and new product development.

1972 to 1981


Xerox Corporation



Manager Market Planning


He defined market opportunities for new technologies.

1964 to 1972


Hercules, Inc.



Business Analyst


Expert worked with operations management to bulid business models for new investments.

1961 to 1964


Newport News Shipbuilding



Project Engineer


He built and tested submarine nuclear reactors.

1959 to 1961


U. S. Navy


USS Caloosahatchee (AO-98)


Cargo Officer


Expert was in charge of refueling operations.

Career Accomplishments:

Expert is a member of the Product Development & Management Association (PDMA) and the Institute of Management Consultants (IMC).


He is a Certified Management Consultant (CMC) and a New Product Development Professional (NPDP).

Professional Appointments

He is the Outstanding Chairman for the Corporate Innovator Committee (PDMA).


He received the Distinguished Service Award from the Product Development & Management Association.

Publications and Patents Summary

Expert has co-authored two books and three articles on new product development.

Selected Publications and Publishers  
 - Auerbach Publications  
 - Expert Wiley & Sons, Inc.  
 - Visions Magazine, Product Development & Management Association  

Consulting Services:
Selected Consulting Examples:
  • Expert helped a new venture get an objective assessment of their new service prior to funding. He also obtained prospective customer feedback on the attractiveness, application, and pricing for a new Internet tool to facilitate international trade.
  • He held a series of online focus groups to help develop a breakthrough electronic product. This effort provided online customer guidance for positioning of the new concept, and defining customer value.
  • Expert has provided new product portfolio analysis. He helped a large process industry manufacturer evaluate their portfolio of new product projects. He also worked with cross functional teams to determine the overall balance and alignment of two portfolios on a project, platform, and strategic level.
  • He has designed an optimum product support strategy. This multi-national project addressed the impact of the Internet and other technologies on the client's strategies to improve customer education, and product support services. The project scope included a series of focus groups, and on site contextual inquiries in the United States, and Western Europe.
  • Expert worked with a major manufacturer of medical instruments, and lab equipment to kick off cross-functional teams for two major new products. He used NewProd™ statistics to assess the overall project risk level and build team consensus early in the development process.
Recent Client Requests:
  • QFD expert needed for consulting on a QFD for redesign of a large product offering.
  • Expert in New Product Ideation and Innovation.
Click the green button above to contact Expert for a free initial screening call regarding your expert consulting needs.  Expert is available for consulting to corporate, legal and government clients.  Remember, your initial screening call to speak with Expert is free.

Expert Witness:
Click the green button above to contact Expert for a free initial screening call regarding expert testimony, litigation consulting and support, forensic services, or any related expert witness services.  A few litigation needs include product liability, personal injury, economic loss, intellectual property (patent, trademark, trade secret, copyright), and insurance matters.  Remember, your initial screening call to speak with Expert is free.

International Experience:
Years   Country / Region   Summary
1998 to 1998   England, France, Italy   Expert managed a project to assess the Internet readiness of a new customer support strategy.

Market Research:
He has marketing experience with Xerox Corporation systems products; Culler Scientific minisuper computers; and multiple personal computer and information systems products and services.

Click the green button above to contact Expert for a free initial screening call regarding your marketing research, industry research, and company research needs.  For research needs involving multiple experts or secondary research, a Research Director can be assigned to coordinate the work into a custom report for you as a potentially quicker and more cost effective alternative to doing this work yourself or hiring a boutique consultancy.  Remember, your initial screening call to speak with Expert is free.

Additional Skills and Services:

Expert has provided training, seminars, and custom wokshops to help clients improve new product development, customer satisfaction, and quality function deployment.


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