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VOC in the Age of COV

This course will be held regardless of COVID-19 events. It will be delivered remotely in a single morning.


Learn the basics of VOC and tips for getting customer input when face to face meetings are not an option.


  • This course is appropriate for both market research professionals as well as members of new
    product / service development teams from virtually any function – marketing, product management, design engineering, manufacturing engineering, quality, etc. Especially useful as an introduction to the subject for new members joining a team that is already experienced with VOC or as a brief “refresher” course for those who have already been through formal VOC training.


The course will be taught using video-conferencing in a single morning, with two 90-minute modules plus a break in between. The course will be highly interactive and will include several exercises to ensure understanding.


  • Learn to structure questions and analyze customer feedback to extract customer needs


In this half-day mini-course the basic principles and practices normally used in Voice of the Customer (VOC) research will be reviewed, and then how they may need to be altered in the face of the COVID-19 crisis. Some recent advances in Machine Learning to speed and improve the process of harvesting needs and insights will also be covered.


Gerry Katz

Gerry Katz is Vice Chairman of Applied Marketing Science (AMS). He has been active in ISBM activities for many years now and teaches its highly regarded Voice of the Customer course.

Event Location:

Cancellation Policy: (Prior to course start date)

For the benefit of our attendees, our course attendance is purposefully limited. We will only provide a full refund for cancellations prior to 21 days before the start of the course. In lieu of a refund, prior to 7 days before the start of any course, you may choose to use your payment to attend another Mastery Curriculum Course. Please contacting us to determine availability.

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Ticket Type:

Members $395.00 Ticket Qty:
Non-members $595.00 Ticket Qty:
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If you are not paying with a credit card, and wish to pay for your registration by check or other method, Please call or email the Program Coordinator directly: Lori Nicolini, | 814-863-4911

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