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Listening to the Voice of the Customer – AMS | New England

Delivered by our ISBM Partner, Applied Marketing Science.  ISBM members should enter code “ISBM2023” when registering.


Join ISBM Partner, Applied Marketing Science (AMS) for their acclaimed workshop “Listening to the Voice of the Customer,”  The workshop will be held live and in-person at AMS headquarters, located at 10 Mall Road in Burlington, MA on October 18 -19, 2023.

Led by veteran product development and market research experts, John Mitchell and Kristyn Corrigan, this course will introduce Voice of the Customer (VOC) market research and teach you how to use it to accelerate innovation in your (B2B) business.  The course is delivered in a lively, interactive format with numerous hands-on activities.


2-day course delivered in a lively, interactive format with numerous hands-on activities. Enrollment is limited to 15 participants to maintain a seminar format and facilitate in-class discussions, and to provide networking opportunities among attendees.  For more information and the full daily agenda, review the course overview.

You will learn how to:

  • Scope an effective study
  • Choose the right customers to interview
  • Structure and ask the right questions
  • Analyze customer interviews to extract customer needs
  • Use quantitative methodologies to prioritize needs for product development

Participants should expect to leave the session ready to execute VOC at their companies. The workshop uses a lively, interactive format with numerous hands-on activities and practice exercises to build skills. In addition, all attendees receive access to the AMS-exclusive online VOC toolkit of job aids, templates and knowledge resources to help them complete a VOC project successfully.


This course is especially useful for product developers, engineers, marketers, and managers who are responsible for product, service, and customer experience innovation in companies large and small.


This course is taught by John Mitchell, President & Managing Principal and Kristyn Corrigan, Principal at Applied Marketing Science (AMS).

John Mitchell – As a leader in the Insights for Innovation practice at Applied Marketing Science (AMS), John has over 20 years’ experience in marketing strategy, market research, and innovation. He specializes in research to support new product development and customer experience design, and has led engagements in the U.S., Latin America, Europe and Asia. John has also trained and coached hundreds of AMS clients to develop their in-house insight capabilities. He is a CXPA Certified Customer Experience Professional and a RIVA-trained focus group moderator.

Prior to his current role at AMS, John was a customer insights expert at McKinsey & Company, where he helped develop McKinsey’s model of the Consumer Decision Journey. He also worked at Innosight, an innovation strategy consulting firm founded by disruptive-innovation pioneer Clayton Christensen, and he led the North America customer insights team at Cimpress.

Outside of work, John is a skilled carpenter and woodworker. In addition to working in his own shop, John volunteers with Habitat for Humanity of Greater Lowell, and leads youth service trips to alleviate poverty housing, through the Appalachia Service Project. John is also a leader in the Boy Scouts of America, a youth-softball coach and an amateur guitarist and vocalist.


Kristyn Corrigan is a principal at Applied Marketing Science where she leads the Insights for Innovation Practice. In her over twelve years of consulting experience, she has helped dozens of companies use customer insights to create more successful products, services and customer experiences.

Kristyn has extensive experience leading both domestic and international research engagements in business-to-business and consumer markets. She specializes in helping her clients to not only understand stated and latent customer needs through in-depth interviewing and ethnographic observation, but also with how to measure their criticality to innovation.

In addition to consulting work, Kristyn trains and coaches companies to create and implement their own in-house Insights and Voice of the Customer programs. Her published work has been featured in Fast Company and Marketing News. She has guest lectured at several institutions, including the MIT Sloan School of Management. Kristyn was recently appointed to the Product Development and Management Association (PDMA) Board of Directors. In this role she utilizes her background in product development consulting to make an impact and guide the organization.

Professionally, Kristyn is most energized when she’s helping clients uncover meaningful customer insights that change the way they think and that create real business impact. Personally, she enjoys traveling, hiking, trying new recipes, listening to podcasts, getting out on the tennis court, and spending as much time as she can with her family and close friends.

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