Train Your Team
LEARN FROM THE BEST.
Build your team’s insights capabilities with interactive training and coaching from AMS’s expert consultants
Looking to get closer to your customers and find new ways to deliver innovative products and experiences?
Learn how to put the customer at the center of your innovation process, by exploring customer needs and validating your ideas with them
Frustrated with abstract frameworks that are difficult to apply in practice?
Learn the same real-world techniques that our team uses every day to find customer insights for our clients
Interested in an engaging and fun learning experience?
Learn from our skilled consultants in lively, interactive workshops (virtual or in-person) that encourage team-building with open discussion and hands-on examples
Customized Private Training & Coaching
- Voice of the Customer
- Interviewing & Observing Customers
- Journey Mapping and Customer/Patient Journey Mapping
- Express QFD
- Conjoint Analysis, Choice Modeling and Pricing Research
- Claims Development & Testing
- Concept Development & Testing
- Segmentation
- Storytelling
- Survey Research for Product Design
- Build-Your-Own Curriculum
Voice of the Customer
As originators of the Voice of the Customer (VOC) methodology, we are experts in leading VOC engagements and training teams in how to build their own VOC capabilities. AMS’s flagship “Listening to the Voice of the Customer” course introduces the theory of VOC market research and teaches you how to use it to accelerate innovation in your business. The session is delivered in a lively interactive format, virtually or in-person, with numerous hands-on activities and case studies. You will learn how to scope an effective study, choose the right customers to interview, structure and ask the right questions, analyze customer interviews, and use quantitative methods to prioritize needs for innovation and product development. Students will leave the course with a well-thought-out customer listening plan.
Contact Us to Discuss Voice of the Customer Training
Interviewing & Observing Customers
AMS’s Customer Interviewing and Ethnography Intensive provides in-depth training on proven best practices for conducting one-on-one in-depth customer interviews and observational research. The course includes extensive hands-on exercises and role-playing to put the learning into practice. Designed for those seeking to improve their qualitative interview and observation skills, this course builds upon many of the techniques introduced in Listening to the Voice of the Customer. However, the Listening to the Voice of the Customer course is not a prerequisite. Students will leave the course ready to conduct customer interviews and ethnographies that uncover actionable insights.
Contact Us to Learn More About Private Training & Coaching for Customer Interviewing & Observation
Journey Mapping and Customer/Patient Journey Mapping
AMS’s Journey Mapping and the Customer/Patient Journey Mapping course teaches you how to create effective and actionable customer journey maps and link these to the overall customer experience. The course draws on Voice of the Customer best practices to teach students how to evaluate customer experience and build actionable journey maps. Students will leave the course ready to interview customers about their journey. In addition, students will be equipped to create detailed and actionable maps of the customer journey that provide direction for customer experience professionals to act upon.
Contact Us to Learn More About Private Training & Coaching for Customer and Patient Journey Mapping
Express QFD
AMS’s Express QFD course teaches your team how to translate Voice of the Customer findings into the product specifications that engineers and others involved in developing new products can use. Learn best practices for facilitating a session where a cross-functional team creates and populates a series of one or more matrices, the first and most common of which is referred to as the House of Quality (HOQ). The team will emerge from the process with a common frame of reference and knowledge base that will facilitate communication and teamwork throughout the development process.
Contact Us to Learn More About Private Training & Coaching for Express QFD
Conjoint Analysis, Choice Modeling and Pricing Research
Product features and pricing are too important to get wrong. Conjoint analysis training with AMS will ensure you get them right. Relying on years of accumulated knowledge applying conjoint market research in business and professional markets, AMS experts will teach your team how to effectively design choice modeling and pricing research studies to support your most critical product decisions. At the end of the course, you will be ready to design, field, and analyze your own choice-based conjoint studies.
Contact Us to Learn More About Private Training & Coaching for Conjoint Analysis
Claims Development & Testing
With over thirty years of experience in consumer research and litigation-support research, AMS is your partner for claims development and testing. In this course, learn the fundamentals of claims development, testing, and substantiation from start to finish. At the end, participants will be equipped to determine what to emphasize in advertising claims, evaluate which claims best communicate key reasons to believe, and understand the steps to take in order to defend the claim in the event of a challenge.
Contact Us to Learn More About Private Training & Coaching for Claims Development & Testing
Concept Development & Testing
At AMS, we know that real insight comes from understanding customers. Our concept development and testing course teaches you how to leverage Voice of the Customer insights for agile concept validation and optimization. In this interactive workshop, students will learn best practices for qualitative and quantitative concept testing, while developing empathy with target customers and prospects.
Contact Us to Learn More About Private Training & Coaching for Concept Development & Testing
Segmentation
Effective market segmentation is an essential part to successful product and service innovation. Consistent with our MIT heritage, we teach best-in-class statistical methods for conducting segmentation research, so you can trust the process and the results. In addition, students will learn how to create bridges between segmentation surveys and marketing and sales databases, enabling you to identify segment membership for all of the customers in your databases.
Contact Us to Learn More About Private Training & Coaching for Segmentation
Storytelling
Are you interested in conveying your ideas in a way that captures attention, builds trust, and ultimately drives buy-in for your product vision? AMS’s Storytelling workshop delves into the core of effective product management by sharpening the storytelling skills of product managers. With a focus on crafting compelling narratives that resonate with stakeholders, our experts will teach you how to develop concise yet impactful slides, construct logical and persuasive arguments, and tailor your message to meet the specific needs of your audience. You’ll leave this course with a mastery of the art of persuasive storytelling, equipped with the tools you need to leave a lasting impression.
Contact Us to Learn More About Private Training & Coaching for Storytelling
Survey Research for Product Design
Survey Research for Product Design introduces the fundamentals and best practices for designing effective quantitative survey instruments. In this course, students will learn how to write and field surveys to evaluate market size and viability, assess brand strength, and measure customer satisfaction. At the end of the session, students will be ready to design, field, analyze, and synthesize quantitative surveys for product design and innovation.
Contact Us to Learn More About Private Training & Coaching for Product Design
Build-Your-Own Curriculum
Work with our team to create a custom and comprehensive insights training program. Utilize our team of experts for custom training development, program management, facilitation, and internal integration.
Contact Us to Learn More About Building Your Own Curriculum
- Voice of the Customer
- Interviewing & Observing Customers
- Journey Mapping and Customer/Patient Journey Mapping
- Express QFD
- Conjoint Analysis, Choice Modeling and Pricing Research
- Claims Development & Testing
- Concept Development & Testing
- Segmentation
- Storytelling
- Survey Research for Product Design
- Build-Your-Own Curriculum
Voice of the Customer
AMS’s flagship Listening to the Voice of the Customer (VOC) course introduces the theory of VOC market research and teaches you how to use it to accelerate innovation in your business. The session is delivered in a lively interactive format, virtually or in-person, with numerous hands-on activities and case studies. You will learn how to scope an effective study, choose the right customers to interview, structure and ask the right questions, analyze customer interviews, and use quantitative methods to prioritize needs for innovation and product development. Students will leave the course with a well-thought-out customer listening plan.
Contact Us to Discuss our Voice of the Customer Training
Interviewing & Observing Customers
AMS’s Customer Interviewing and Ethnography Intensive provides in-depth training on proven best practices for conducting one-on-one in-depth customer interviews and observational research. The course includes extensive hands-on exercises and role-playing to put the learning into practice. Designed for those seeking to improve their qualitative interview and observation skills, this course builds upon many of the techniques introduced in Listening to the Voice of the Customer. However, the Listening to the Voice of the Customer course is not a prerequisite. Students will leave the course ready to conduct customer interviews and ethnographies that uncover actionable insights.
Contact Us to Learn More about Interviewing & Observing Customers
Journey Mapping and Customer/Patient Journey Mapping
AMS’s Journey Mapping and the Customer/Patient Journey Mapping course teaches you how to create effective and actionable customer journey maps and link these to the overall customer experience. The course draws on Voice of the Customer best practices to teach students how to evaluate customer experience and build actionable journey maps. Students will leave the course ready to interview customers about their journey. In addition, students will be equipped to create detailed and actionable maps of the customer journey that provide direction for customer experience professionals to act upon.
Contact Us to Learn More About Customer and Patient Journey Mapping
Express QFD
AMS’s Express QFD course teaches your team how to translate Voice of the Customer findings into the product specifications that engineers and others involved in developing new products can use. Learn best practices for facilitating a session where a cross-functional team creates and populates a series of one or more matrices, the first and most common of which is referred to as the House of Quality (HOQ). The team will emerge from the process with a common frame of reference and knowledge base that will facilitate communication and teamwork throughout the development process.
Contact Us to Learn More About Express QFD
Conjoint Analysis, Choice Modeling and Pricing Research
Product features and pricing are too important to get wrong. Conjoint analysis training with AMS will ensure you get them right. Relying on years of accumulated knowledge applying conjoint market research in business and professional markets, AMS experts will teach your team how to effectively design choice modeling and pricing research studies to support your most critical product decisions. At the end of the course, you will be ready to design, field, and analyze your own choice-based conjoint studies.
Learn More About Conjoint Analysis by Contacting Us
Claims Development & Testing
With over thirty years of experience in consumer research and litigation-support research, AMS is your partner for claims development and testing. In this course, learn the fundamentals of claims development, testing, and substantiation from start to finish. At the end, participants will be equipped to determine what to emphasize in advertising claims, evaluate which claims best communicate key reasons to believe, and understand the steps to take in order to defend the claim in the event of a challenge.
Contact Us to Learn More About Claims Development & Testing
Concept Development & Testing
At AMS, we know that real insight comes from understanding customers. Our concept development and testing course teaches you how to leverage Voice of the Customer insights for agile concept validation and optimization. In this interactive workshop, students will learn best practices for qualitative and quantitative concept testing, while developing empathy with target customers and prospects.
Learn More About Concept Development & Testing by Contacting Us
Segmentation
Effective market segmentation is an essential part to successful product and service innovation. Consistent with our MIT heritage, we teach best-in-class statistical methods for conducting segmentation research, so you can trust the process and the results. In addition, students will learn how to create bridges between segmentation surveys and marketing and sales databases, enabling you to identify segment membership for all of the customers in your databases.
Contact Us to Learn More About Segmentation
Storytelling
Are you interested in conveying your ideas in a way that captures attention, builds trust, and ultimately drives buy-in for your product vision? AMS’s Storytelling workshop delves into the core of effective product management by sharpening the storytelling skills of product managers. With a focus on crafting compelling narratives that resonate with stakeholders, our experts will teach you how to develop concise yet impactful slides, construct logical and persuasive arguments, and tailor your message to meet the specific needs of your audience. You’ll leave this course with a mastery of the art of persuasive storytelling, equipped with the tools you need to leave a lasting impression.
Contact Us to Learn More About Private Training & Coaching for Storytelling
Survey Research for Product Design
Survey Research for Product Design introduces the fundamentals and best practices for designing effective quantitative survey instruments. In this course, students will learn how to write and field surveys to evaluate market size and viability, assess brand strength, and measure customer satisfaction. At the end of the session, students will be ready to design, field, analyze, and synthesize quantitative surveys for product design and innovation.
Interested in Survey Research for Product Design? Contact Us!
Build-Your-Own Curriculum
Work with our team to create a custom and comprehensive insights training program. Utilize our team of experts for custom training development, program management, facilitation, and internal integration.
Contact Us to Learn More About Building Your Own Curriculum
Public Workshops
“Listening to the Voice of the Customer" Training
Led by veteran product development and market research experts John Mitchell and Kristyn Corrigan, this course will introduce Voice of the Customer (VOC) market research and teach you how to use it to accelerate innovation. The course is delivered in a lively, interactive format with numerous hands-on activities.
"(Un)Spoken Insights: How You Can Use Interviews and Observation to Build Better Products" Workshop
Designed for those seeking to improve their qualitative interviewing and observation skills, this interactive workshop will provide attendees with tried-and-true techniques to add to your toolkit. You’ll learn how to develop effective discussion guides, how to conduct good interviews, guidelines for ethnographic research, and more. The workshop includes hands-on exercises and role-playing to put learning and theory into practice. You’ll leave this session ready to conduct customer interviews and ethnographies that uncover actionable insights.
Participants in our “Listening to the Voice of the Customer”
course receive access to our exclusive, online
Voice of the Customer Toolkit.
Questions about Training? We have answers!
Who is the target audience?
Our attendees work in many different roles, but most tend to be product developers, managers, and marketers, R&D engineers, customer or user experience professionals, and sales representatives. Both B2B and B2C audiences find value in our offerings.
What makes your programs unique?
Our methods are grounded in academic research by leading marketing scientists, and proven over thirty years of practical, real-world application that have led to breakthrough innovations in consumer products, medical devices, heavy equipment, financial services, and many other categories.
Who are your instructors?
You’ll learn from Principals and Associate Principals in our firm, with an average of over 20 years of hands-on experience in market research, product development, and innovation strategy. We teach the same techniques we use in client engagements every day.
How are your workshops structured?
You’ll learn in a highly interactive format, using a combination of presentation and hands-on exercises. Sessions range from simple lunchtime or half-day discussions to intensive multi-week, multi-cohort courses. We teach both in-person and fully remote workshops around the world.
How can you help us apply what we learn?
You will be ready to apply what you learn as soon as you leave a workshop, but we also offer coaching and targeted project management for teams that want extra confidence in execution. Ask about our VOC Navigator™ engagement model.
How many people can attend a workshop?
We prefer a seminar format that encourages participant interaction and discussion. The best workshops are about 10-20 attendees. We also teach large group sessions of 30 or more. Attendees frequently say the team-building experience is (almost) as good as the instruction!
Do you have virtual training options?
We have converted our traditional in-person training workshops into highly interactive and engaging virtual formats. We utilize popular video conferencing platforms, such as Zoom, along with online whiteboarding, interactive surveys and breakout rooms. We also limit workshop sizes to approximately 15 to encourage virtual collaboration and communication.
Meet Our Instructors
John Mitchell
President and Managing Principal
Kristyn Corrigan
Principal
Carmel Dibner
Principal
Patty Yanes
Principal
Andrea Ruttenberg
Associate Principal
