MEET

Kristyn Corrigan
Principal

Education

B.S., Marketing and Sociology, Providence College; Magna Cum Laude
M.B.A., Marketing Analytics, Bentley University; High Distinction

Affiliations

Insights Association,
Member of the Product Development and Marketing Association (PDMA) Board of Directors

Introduction

Kristyn Corrigan is a principal at Applied Marketing Science (AMS) where she leads the Insights for Innovation Practice. In her nearly 20 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 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. Kristyn’s published work has been featured in Fast Company and Marketing News and has been a featured guest on the Product Mastery Now podcast. She is a contributing author of the 2023 textbook, The Product Development and Management Association Handbook of Innovation and New Product Development. She has guest lectured at several institutions, including the MIT Sloan School of Management. Kristyn currently serves on the Product Development and Management Association (PDMA) Board of Directors.

Professionally, Kristyn is most energized when she’s helping clients uncover meaningful customer insights that change the way they think and create real business impact. Personally, she enjoys traveling, spending time with family, tennis, hiking, and musical theater.

Kristyn graduated magna cum laude from Providence College with a Bachelor of Science in marketing and sociology and holds a Master of Business Administration in Marketing Analytics with high distinction from Bentley University. 

Speaking Engagements

TMRE @ Home 2024

Gen AI Unleashed: Revolutionizing Customer Insights for Unmatched Impact

Kristyn explores how generative AI is propelling brands’ ability to obtain robust, actionable insights. She discusses the benefits of needs-based innovation versus technology-led innovation, and how generative AI can unearth game-changing customer insights, even in complex, highly technical, or nuanced categories.

Product Development and Management Association (PDMA) Innovation in Focus Webinar Series 2024

Breaking Boundaries: Harnessing AI to Fuel Innovation

Kristyn discusses the research being conducted by AMS and Professor Timoshenko, and how Generative AI can unearth customer needs necessary for product development, even in complex, highly technical, or nuanced categories.

Insights Association Annual Conference 2024

Creating Customer Magic: Harnessing Generative AI for VOC Insights

AMS, in partnership with Professor Artem Timoshenko from the Kellogg School of Management, is exploring how custom Gen AI can accelerate and enhance VOC insights. The central question: Can Gen AI produce detailed and actionable customer needs – the beyond-the-obvious, qualitative insights necessary for product and customer experience innovation?

Front End of Innovation (FEI) 2023

Why Asking ‘How Much Would You Pay?’ Makes No Cents: Strategies for Innovation Pricing

Everyone has their price, and even the best innovations are useless if no one will buy them. Developing a pricing strategy that captures value but is acceptable to customers is tricky. Join Applied Marketing Science as we explore best practices for optimizing pricing and how to avoid common pitfalls.

PDMA Inspire Innovation Conference 2022

The Key to Successful VOC in Agile Teams

Kristyn Corrigan teaches strategies for planning, interview question development, and backlog prioritization. This session is useful for organizations who want to fit systematic VOC within iterative, fast-paced processes.

Product Mastery Now Podcast

413: The Key to Successful VOC in Agile Teams – with Kristyn Corrigan

Kristyn Corrigan was recently featured on the Product Mastery Now podcast hosted by Chad McAllister, PhD. Recorded at the PDMA Inspire Innovation Conference, Kristyn explains the three pillars of conducting effective Voice of the Customer (VOC) research within agile frameworks and provides valuable advice for product managers looking to implement VOC. Listen now:

Front End of Innovation 2022

Holy Cow! New England Dairy’s 4 Pillars of Customer Centric Innovation

In today’s rapidly changing environment, understanding the evolving needs of customers has never been more important. It has also never been more challenging. In their session, Kristyn Corrigan and Michael DeAngelis (New England Dairy) will discuss the four critical success factors of customer-centric innovation, from which attendees can glean actionable steps to overcome hurdles in uncovering their customers’ needs.

Front End of Innovation 2021

Machine Learning: Leading the Voice of the Customer Insights Revolution

Kristyn Corrigan presents with Yogesh Chavda, Head of Insights at WS Audiology. They discuss how the machine learning method uncovers nuanced insights that even traditional research may overlook. Attendees will learn first-hand how WS Audiology partnered with AMS and utilized machine learning to answer their most pressing brand and product strategy questions.

PDMA Virtual Mini Conference 2020

Innovating in a Virtual Universe

Kristyn Corrigan is joined by a panel of experts to discuss tools, methods, and other key tips for navigating innovation in a virtual universe. Kristyn will also discuss potential innovation pitfalls to avoid.

TMRE Virtual Digital Summit

Machine Learning: Unmasking Insights in the Masked Era

Kristyn Corrigan and Carmel Dibner discuss how researchers can utilize machine learning to gather deep, transformative insights, even without being face-to-face with customers.

FEI Presents: Leading Innovation in a Digital World

Machine Learning: Finding Sticky Innovations in the Age of Stuck at Home

Kristyn Corrigan and Carmel Dibner discuss how machine learning can be leveraged to gather unique and actionable customer insights during this transformative time.

PDMA Journal of Product Innovation Management (JPIM) Virtual Research Forum 2020

Future of Design, Development, and Innovation (DDI) During Turbulent Times

Kristyn Corrigan joins a panel of experts in addressing how DDI may be impacted by the global pandemic and the climate of racial and civil unrest. In addition, they will discuss how technology plays a critical role in addressing some of these problems, but may also exacerbate them if used inappropriately.

Insights Association Corporate Researchers Conference 2019

The Future of Innovation: Faster, Better Insights with AI

Kristyn Corrigan presents on ACE™ (Automated Content Evaluator) a machine learning algorithm developed in collaboration with researchers at MIT. Learn how machine learning can help uncover customer insights faster and cheaper, from existing user-generated content like online reviews, discussion boards, user forums, and customer verbatims.

PDMA Annual Conference 2019

Kristyn Corrigan and Gerry Katz, AMS Chairman Emeritus, will be presenting alongside Douglas Clark of Douglas Dynamics. The team will discuss how new advances in machine learning can drastically improve current research practices and uncover new hidden insights. The presentation will include an illustrative case example from Douglas Dynamics.

Insights Association Spring Conference 2019

Front End of Innovation 2019

The Future of Innovation: Faster, Better Insights with AI

Kristyn Corrigan presents on ACE™ (Automated Content Evaluator) a machine learning algorithm developed in collaboration with researchers at MIT. Learn how machine learning can help uncover customer insights faster and cheaper, from existing user-generated content like online reviews, discussion boards, user forums, and customer verbatims.

Insights Association NEXT Conference 2019

Kristyn Corrigan demonstrates the many benefits of machine learning, including walking through an illustrative case example to bring the method to life.

Areas of interest

Industries

Heavy Equipment

Building Materials & Durables

Consumer Durables

Fast Moving Consumer Goods

Kristyn’s Thought Leadership

Get to know Kristyn – she recently contributed to the PDMA Handbook of Innovation and New Product Development.

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Kristyn is ready to help solve your business challenges