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Listening to the Voice of the Customer – AMS | Virtual Workshop

Delivered by our ISBM Partner, Applied Marketing Science.  ISBM participants should enter code “ISBM2024” when registering.


Join ISBM Partner, Applied Marketing Science (AMS) for their acclaimed workshop “Listening to the Voice of the Customer,”  This introductory workshop will be held live online on March 11 -14, 2024.

Led by veteran product development and market research experts, John Mitchell and Andrea Ruttenberg, PhD., 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.


4-half-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:

  • How to correctly define the Voice of the Customer (VOC) and how VOC fits into the product development process
  • Successful techniques for scoping an effective study
  • Strategies for choosing the right customers to interview, as well as how to structure and ask the right questions
  • Methods for analyzing customer interviews to extract customer needs
  • Quantitative methodologies to prioritize needs for product development

You should expect to leave the session ready to execute VOC at your own organization with an understanding of the fundamentals. In addition, all attendees receive access to the AMS-exclusive online VOC toolkit of job aids, templates and knowledge resources, to help you complete a VOC project successfully. Each registration includes a follow up consultation with your instructor to help you maximize the benefits of your training.


This course is especially useful for product developers, engineers, marketers, and managers who are responsible for product, service, and customer experience innovation in organizations large and small. Please note that this is a beginner-level course.


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

John Mitchell – 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.

Andrea Ruttenberg – Andrea helps her clients use research to develop successful products, services, and experiences, build stronger brands, and make critical business decisions. She has worked with clients in a range of industries and specializes in both qualitative and quantitative research. Andrea provides coaching and training to organizations that want to build their internal insights and market research capabilities.

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