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Listening to the Voice of the Customer

Delivered by our ISBM Partner, Applied Marketing Science.  ISBM members should enter code “ISBM2022” when registering.


Join ISBM Partner, Applied Marketing Science (AMS) for their acclaimed workshop “Listening to the Voice of the Customer,”  The workshop will be held live online September 27-29, 2022.

Led by veteran product development and market research experts, Andrea Ruttenburg, Ph.D. and Kristyn Corrigan, 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.


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.  Each day of the workshop begins at 10:00AM ET and concludes at 2:00PM ET.

For more information and the full daily agenda, read the downloadable pdf iconCourse Overview.

You will learn how to:

  • 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

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.


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.


This course is taught by Andrea Ruttenberg, Ph.D., Associate Principal of Applied Marketing Science (AMS) and Kristyn Corrigan, Principal of Applied Marketing Science (AMS).

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.


Kristyn Corrigan is a principal at Applied Marketing Science where she leads the Insights for Innovation Practice. In her over twelve years of consulting experience, she has helped dozens of companies use customer insights to create more successful products, services and customer experiences.

Kristyn has extensive experience leading both domestic and international research engagements in business-to-business and consumer markets. She specializes in helping her clients to not only understand stated and latent customer needs through in-depth interviewing and ethnographic observation, but also with how to measure their criticality to innovation.

In addition to consulting work, Kristyn trains and coaches companies to create and implement their own in-house Insights and Voice of the Customer programs. Her published work has been featured in Fast Company and Marketing News. She has guest lectured at several institutions, including the MIT Sloan School of Management.

Professionally, Kristyn is most energized when she’s helping clients uncover meaningful customer insights that change the way they think and that create real business impact. Personally, she enjoys traveling, hiking, trying new recipes, listening to podcasts, getting out on the tennis court, and spending as much time as she can with her family and close friends.

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