Are you looking for a new MVP way to de-risk your company in multiple phases of the product life cycle? You can use digital social data to discover and monitor your customers' and prospects' pain points at various stages of their product usage journeys. Christopher S. Rollyson will reveal the secret of ethnographic research of social media and how you can use it to get a handle on your firm's stakeholders, including customers, investors, partners, and employees. Attendees will learn:

• How to hack research at optimal points in the product life cycle.

• The power of defining stakeholders (personas), workstreams (journeys) and outcomes (what SHs want when they use your product; hint, it's not your product).

• Hack your own social analytics to understand what stakeholders really think at various parts of their journeys.

• How you can reuse product research for customer development.

For 30 years, Chris has helped executives make their firms or agencies stronger by leveraging new technology ahead of their rivals. He has advised global firms and technology startups at PricewaterhouseCoopers, led delivery teams at KPMG and advised brands like Sears, Kmart, UBS, Lions Clubs International, Micron and others at CSRA. Chris founded CSRA in 2006 to advise commercial, nonprofit & government enterprises work on experiential social media and social business strategy and execution. CSRA’s secret sauce is efficiently building trust, preference and profit using digital social technologies. His new book, The Social Channel App, is an interactive guide that shows CMOs, CCOs, CEOs, and CDOs how to use experiential to activate the Trust Business Chain Reaction. Through Drive to Trust, CSRA is working with partners in multiple business sectors to show that trust building gets better business outcomes than marketing.