MEET
John Mitchell, CCXP
President & Managing Principal
Education
A.B., Government, Harvard College
MBA, New York University
Awards
Insight250 2024 Award Winner
Affiliations
CXPA, Insights Association,
Women in Research (WIRe)
Introduction
As a leader in the Insights for Innovation practice at Applied Marketing Science (AMS), John Mitchell 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.
John has spoken at popular conferences such as the Insights Association Corporate Researchers Conference, the Front End of Innovation Conference, and the Intellus Worldwide Summit; his presentation topics have included patient journey mapping, machine learning for medical and B2B markets, and conjoint analysis, among others.
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 led the North America customer insights team at Cimpress.
John holds an MBA, with distinction, from New York University’s Stern School of Business and received his A.B. in Government from Harvard College.
Speaking Engagements
CXPA Leaders Advance 2025
Leveraging Customer Insights to Inform Business Strategy and Feature Prioritization
John Mitchell joins Nicole Wheaton and Allison Meyer of American Family Insurance (AFI) for a session centered on how organizations can harness customer insights to guide business strategy and feature prioritization. The discussion will explore how organizations can identify key customer experience needs across the full journey and use research to understand which moments matter most. Attendees will learn how insights into consumer preferences - across segments, channels, and lines of business - can inform strategic priorities, guide more impactful feature development, and focus on what matters most to their customers.
Guest Lecture | New York University Stern School of Business, 2025
Customer Insights: Seeing the World Through Your Customers' Eyes
John Mitchell delivered a guest lecture to first-year MBA students in the full-time program at the NYU Stern School of Business. His engaging session explored the purpose and value of research, different types of research and their real-world applications, and what it’s like to build a career in market research.
Intellus Worldwide Summit 2023
What's Missing from Your Map?: The Role of Needs in Patient and Clinician Journey
John Mitchell presented a reverse-exhibit session highlighting the importance of building a comprehensive customer journey map that goes beyond simply describing the care path and spotting pain points. Attendees left the session with an understanding of customer needs at each stage of their journey, which is imperative to clinician and patient satisfaction.
BIOMEDevice Boston 2019
Uncovering New Patient Insights with Machine Learning
MedTech innovators often lack the time and budget for extensive consumer-insight studies, especially when resources are already devoted to exploring clinician needs. New insights about patient needs and the patient experience are often lying in plain sight, in social media, product reviews, and discussion forums. Using new methods developed with researchers at MIT, this session demonstrated how to apply these open-source tools to find patient insights inexpensively.
B2B Next Conference 2019
How Do You Pick Your Favorite Child? Deciding Who the Customer Is in a B2B Ecosystem
John Mitchell spoke alongside professionals from Dow Jones, Verizon, and more on a panel at the B2B Next Conference.
Insights Association Corporate Researchers Conference 2019
John Mitchell and Michelle Grushko of Twitter discussed breakthrough applications of conjoint analysis, presenting findings from a new study investigating how Twitter ad impressions impact brand value. For more information about this study, read our Harvard Business Review article, "How Customer Service Can Turn Angry Customers into Loyal Ones."
Insights Association Converge Conference 2019
Synthesize More, Analyze Less: How AI Can Make Insight Generation Faster and Easier
The informative session explained both the science and art behind machine learning and provided evidence of its effectiveness through case examples in both B2C and B2C categories.
CXPA Insights Exchange
Machine Learning: A Potential Game Changer for Customer Experience Insights
John Mitchell discussed how machine learning can be applied to uncover groundbreaking customer experience insights from your data.
Front End of Innovation (FEI) 2018
Machine Learning: When Primary Research Becomes Secondary
John Mitchell and Carmel Dibner shared the latest advancements in machine learning for market research, including how it can help uncover customer insights faster and cheaper from existing user-generated content.
Areas of Interest
Industries
eCommerce and Retail
Consumer Durables
Technology and Telecommunications
Travel, Logistics and Hospitality
John's Thought Leadership
John is a frequent instructor for our Voice of the Customer workshop.
