Voice of the Customer


Join ISBM Partner, Applied Marketing Science (AMS) for their next open-enrollment session of  “Listening to the Voice of the Customer.”   This session will be held virtually (live online) by veteran product development and market research experts, Gerry Katz and John Mitchell.

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 – 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.


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 encourage participation.


  • 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 Gerry Katz, Vice Chairman of Applied Marketing Science (AMS) and John Mitchell, President & Managing Principal of Applied Marketing Science (AMS).

Gerry 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. At AMS, 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 marketing science applications.  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 is a senior contributing editor to Visions Magazine.

John is a leader in the Insights for Innovation practice at Applied Marketing Science (AMS), and 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.


ISBM members should enter code “ISBM20” when registering.

Event Location:

Cancellation Policy: (Prior to course start date)

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