Turn customer understanding into competitive advantage
AMS helps teams uncover what customers truly need so they can identify new opportunities, build better products, and grow with confidence.
Most insights don’t hold up in real product or service decisions.
The solution isn’t more data. It’s using a Voice of the Customer approach to understand what matters most and how to act on it.
The problem
- Surface-level feedback
- Narrow, biased perspectives
- Insights without direction
- No shared approach to customer insights
The AMS difference
- Reveal the underlying needs that drive choice
- See the full market, not just your customers
- Prioritize the opportunities that matter most
- Build internal Voice of the Customer capability
Discover what matters. Build what customers value.
How we help teams
The Voice of the Customer is at the core of how we help teams innovate, grow, and make better business decisions.
Product & innovation
Ensure what you build solves real customer needs, grounded in deep VOC, customer visits, and jobs to be done
Customer experience
Pinpoint what will move adoption, retention, and satisfaction through journey mapping, experience measurement, and behavioral insight
Market opportunities
Identify unmet needs, size the opportunity, and choose where to play using segmentation, market sizing, and advanced quantitative methods
Positioning & messaging
Translate needs into claims that resonate, backed by claims validation, and real customer input
Pricing & value
Align value to willingness to pay and pressure test tradeoffs before you commit through conjoint, discrete choice, and pricing research
Capability building
Build lasting Voice of the Customer capabilities through training, coaching, and hands-on enablement
Built for your industry
Industrial & B2B
Industrial & B2B
Healthcare & Medtech
Healthcare & Medtech
Consumer & Services
Consumer & Services
From insight to
action, by design
We connect insight directly to decisions, with the option to support teams in applying it in practice.
Start with the questions that matter most
Together, we align on your business challenges, priorities, and key questions to ensure the research is built around what matters most.
Choose the right approach
We tailor the research approach to your goals, combining proven methods with practical experience to reduce bias and deliver answers you can trust.
Execute with excellence, partnership, and precision
We partner closely with your team every step of the way, while our experienced consultants lead the work from start to finish.
Turn insight into action
We translate findings into clear recommendations and practical next steps so your team can align, innovate, and make informed decisions.
2025
ESOMAR Award for Breakthrough Research Methodology
2024
ESOMAR Insight250 Award
2023
Quirk’s Marketing Research and Insight Excellence Award
Award-winning
Recognized for advancing breakthrough research and real-world impact.
For more than 30 years, we’ve helped organizations answer tough questions through expert research, consulting, and training.
Years of Voice of the Customer leadership
Organizations served
Customers interviews conducted
Professionals trained
Powerful results
Explore how organizations have used our work to solve complex challenges and drive results.
Boston Children’s Hospital study dives deeper into customer insights to better understand complex care patient needs
Boston Children’s Hospital, a pediatric hospital ranked among the top three in the U.S. by U.S. News and World Report, engaged Applied Marketing Science (AMS) in an AI study to understand the patient journey for pediatric specialty and complex care.
Traditional studies had provided Boston Children’s with information regarding patient experience – but machine learning took their insights to the next level.
How AI helped BEHR Paint Company uncover next-level customer insights
For BEHR, the result was a low-lift, but high-impact, engagement. The organization received comprehensive, ready-to-use research findings to inform marketing and strategic decision-making.
The research didn’t just answer today’s questions; it equipped BEHR with a framework for ongoing decision-making as consumer priorities evolve.
Winnebago industries drives next generation RV design with customer insights
Winnebago industries, Inc. is a leading U.S. manufacturer of outdoor lifestyle products used in leisure travel and outdoor recreation. Their products include motorhomes, travel trailers, fifth wheel products, and boats.
“Whether it was through historic records, online engagement, or in-person conversations, AMS helped us understand and articulate customer needs efficiently.”
Meet the experts you’ll work with.
Work alongside experienced practitioners with extensive expertise in Voice of the Customer, innovation, strategy, and decision-focused research.
Train your team to think like insight leaders
More than just workshops.
We help teams build lasting VOC and customer insights capabilities through training, coaching, and real-world application.
Our latest thinking
Discover the latest articles, webinars, videos, whitepapers and more from AMS
Webinar On Demand
Turning Customer Feedback into Innovation with AI-Powered VOC
Originally presented in partnership with the Manufacturers Alliance Marketing Council on May […]
Case Study
Understanding the modern advisor: how Orion used research to identify the trends shaping wealthtech
The Challenge Orion provides wealthtech solutions and investment management services that help […]