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Listening to the Voice of the Customer

Delivered by our ISBM Partner, Applied Marketing Science.  ISBM members should enter code “ISBM2021” when registering.


Join ISBM Partner, Applied Marketing Science (AMS) for their next open-enrollment session of  “Listening to the Voice of the Customer,” their acclaimed training workshop, on April 27-29, 2021.   This session will be held virtually (live online) by veteran product development and market research experts, John Mitchell and Andrea Ruttenburg.  This course will introduce Voice of the Customer (VOC) market research and teach you how to use it to accelerate innovation in business-to-business markets.  A special emphasis on virtual execution of the VOC process in the age of COVID-19  – when face-to-face interviewing is not possible – will be included.


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.  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.


3-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.  Each day of the workshop begins at 10:00AM EST and concludes at 3:00PM EST.


  • 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


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

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

Andrea Ruttenberg is an associate principal at Applied Marketing Science. She helps her clients use research to develop successful products, services, and experiences, build stronger brands, and make critical business decisions.

Andrea has worked with clients in a range of industries, including manufacturing and industrial products, energy and utilities, medical devices, financial services, consumer products and retail, technology, and gaming. She specializes in both qualitative and quantitative research.

In addition to consulting engagements, Andrea provides coaching and training to organizations that want to build their internal insights and market research capabilities.

Outside of work, Andrea enjoys reading, traveling, hiking, and playing board games. She lives in Pittsburgh, PA.

Event Location:

Cancellation Policy: (Prior to course start date)

For help or additional information, contact Kelly Dudenhoeffer at

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