SUNA Masterclass - Transforming Customer Insights with Innovate UK Edge

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The importance of customer feedback when developing new products and services is often just not as simple as asking what they want!

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Transforming Customer insight to drive new products and innovations

We all know the importance of customer feedback and insights when developing new products and services, but the reality is that it’s just not as simple as asking a customer what he wants.

Henry Ford highlights this in his famous quote: “If I’d asked them what they wanted, they would have said faster horses”.

Successful innovation requires an understanding of customer needs that runs much deeper than what a customer tells you they want.

This webinar will outline some ways of gathering such deep insights and how to feed them into your product development process.

What will you get from this event?

  • An understanding of the help available via Scaleup New Anglia and Innovate UK EGDE to support your growth and scale journey
  • In this presentation, Jodie Wilson, Innovate UK EDGE Innovation & Growth Specialist will share some of her knowledge on how to use feedback and customer feedback to develop and promote your business, through designing strategies that deliver growth, brand visibility, and lead generation.
  • The chance to engage directly with the speakers and our guest business owner(s)

Who is this for?

Ideally, you should have been trading for 12 months or more and be the Owner, Founder, Managing Director or part of the Senior Leadership Team. This event is open to all. This is part of our Scale Up New Anglia Masterclass events schedule. To learn more about this initiative and the support we can offer, please visit and

Agenda for the Event:

14:30 - Introduction and Overview of Scale Up Pathways – Scale Up New Anglia

14:35 - Overview of Innovate UK EDGE, its entry requirements and help provided – Julie Pauley, Ecosystem Relationship Lead, Innovate UK EDGE

14:40 - Insights, tips, pitfalls, dos and don’ts of using customer feedback to develop new innovations including a panel discussion with:

Jodie Wilson, Innovation & Growth Specialist, Innovate UK EDGE

Innovate UK EDGE clients

15:20 - Let’s get interactive! – Q&A from the audience

15:28 - How to work with Innovate UK EDGE Julie Pauley

15:30 - Close out

Jodie Wilson: Jodie has over 20 years’ experience across a broad spectrum of Marketing disciplines in a technology-leading engineering and manufacturing landscape. She has extensive international and cultural experience, through working in China, India, Middle East, Africa and Europe, North America, including living in US for 3 years.

Experienced in working closely with management teams in a range of businesses from SME’s and new start-ups to large corporate clients advising them on how to develop and promote their business, designing strategies that deliver growth, brand visibility, and lead generation.

Jodie is a Fellow of The Chartered Institute of Marketing (FCIM), as well as a Certified Six Sigma Green Belt and Sponsor.

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How can I contact the organiser with any questions?

Please email if you have any questions or queries.

Will this event be recorded?

Yes we will be recording this event. If you do not wish to be on the video - please attend and leave your video and sound off. You can still ask questions through the chat function to the host from the Scale Up New Anglia Team, who will announce themselves at the start of the event. This video will be available through a private link only.

What will be done with the information I supply?

Your information will be stored on Eventbrite according to Eventbrite’s terms and conditions. Upon arrival you will be required to sign in on our attendance sheet, this is to provide evidence of your attendance and will be kept on the server as evidence for our ERDF funding. After your attendance will be stored on the secure Growth Hub CRM system. This is required in order to provide evidence of your attendance and eligibility for the course. This will be kept to the statutory dates any only accessible to Growth Programme and authorised personnel. If you request further contact from an adviser post this event they will use this information to contact you and log any future interactions, again to evidence for ERDF funding.

State Aid Declaration

This event is delivered, free of charge, to SMEs (SME is defined as an Enterprise with fewer than 250 employees and has either an annual balance sheet not exceeding 43m Euro or Annual Turnover not exceeding £50m) other restrictions may apply. This support is being provided as de minimis aid under EC Regulation 1407/2013 (De Minimis Aid Regulation). The value of this support has been calculated as £50.

Please note: This is not a request for payment; we are merely required to notify you of the value, which will be relevant if you wish to apply or have applied for any other de minimis State Aid in the future. There is a ceiling of €200,000 for all de minimis aid provided to anyone organisation over a three fiscal year period (i.e. your current fiscal year and previous two fiscal years).

This event, as with all the New Anglia Growth Hub events, is suited and intended for businesses already running and established. Please refer to courses by NWES and MENTA for courses more suited for those businesses who are pre-start or have been trading for less than 12 months

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Organiser New Anglia Growth Hub ERDF

Organiser of SUNA Masterclass - Transforming Customer Insights with Innovate UK Edge

New Anglia Growth Hub can help your business access a range of business support services from hundreds of sources. The hub’s IMPARTIAL service is fully funded and provided at no cost to your business and can help you access grants, finance, start-up support, international trade support and other specialist advice from single point of contact.

Our Business Growth Advisers can talk with you over the phone or via Microsoft Teams or Zoom. Once covid restrictions are lifted you will be able to request a free appointment at your business premises.

To get the most out of the service, call our local business support helpline:

0300 333 6536


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