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Voice of the Customer in B2B

This course will be delivered remotely.  The course may be taken individually or as part of the B2B Mastery Track™ Series.  Register on this page for the individual course or click here to register for the full B2B Marketing Mastery Track.


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 four, 2-hour modules on two days. 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 8 hour mini-course taught over two days, the basic principles and practices normally used in Voice of the Customer (VOC) research will be reviewed, with an emphasis on how they may need to be altered in the face of a crisis such as COVID. Some recent advances in Machine Learning to speed and improve the process of harvesting needs and insights will also be covered.


  • This Course is offered as part of our B2B Mastery Track
  • Individual Course Registration Rate:  $1200.00
  • Individual Course Registration Non-Member Rate:  $1500.00


Gerry Katz

Gerry Katz recently retired as Vice Chairman of Applied Marketing Science (AMS). He has been active in ISBM activities for many years and is a recognized authority in the areas of new product development, design of new services, process innovation and market research. With more than 40 years of consulting experience, he has led more than 300 major client engagements employing the Voice of the Customer (VOC), Quality Function Deployment (QFD) and a large number of other strategic marketing science applications. His client engagements have covered a wide variety of industries, with particular emphasis on healthcare, medical technology and commercial / industrial products. He is a former member of the Board of Directors of the Product Development & Management Association (PDMA), the world’s leading professional society devoted to the study and practice of developing and commercializing new products and services. He is also certified as a New Product Development Professional (NPDP) and was a senior contributing editor to Visions Magazine. Prior to joining AMS, Gerry’s experience included 12 years as a management consultant in marketing and market research with Management Decision Systems, Inc., five years in the computer software industry as senior vice president of Information Resources, Inc., and two years as vice president and general manager of Image Presentations, Inc., a specialized marketing communications firm. He is the author of several award-winning papers, and he received the William O’Dell Prize from the American Marketing Association in 1988. His articles have appeared in the Journal of Product Innovation Management, European Management Journal, Journal of Marketing Research, Interfaces, PDMA Visions and Quirk’s Marketing Research Review. Gerry is a highly sought-after speaker at both public and private conferences on Voice of the Customer, innovation, new product development and the design of new services. He is a highly regarded teacher, trainer and coach, and he has lectured frequently at the business schools of MIT (Sloan), the University of Pennsylvania (Wharton), Dartmouth (Tuck), Carnegie-Mellon, Cornell, Northeastern and Harvard University. Gerry has appeared twice on the NBC Today Show and in The Wall Street Journal. His outside interests are in music and education, and he has served on a number of Committees and Boards of Directors at a range of institutions, including the University of Rochester, the Eastman School of Music, the Longy School of Music and the Boston Higashi School. Gerry’s life-long interest in classical music and musical theater has made him a Boston Symphony Orchestra and Tanglewood subscriber for more than 40 years. As a serious amateur pianist, he once performed at Carnegie Hall in New York (to an empty auditorium, a fact that he omitted when relating the incident to his mother). He is also a long-time fan of all of Boston’s major sports teams. Gerry received his B.S. in management science from the University of Rochester in 1970 and his S.M. in management from the MIT Sloan School of Management in 1972.

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