Train Your Team
LEARN FROM THE BEST.
Build your team's insights capabilities with interactive training and coaching from AMS's expert consultants
Seeking insights to help you make critical business decisions?
See the world through your customers’ eyes, so that you can build products they want to buy.
Trying to translate what you learn about your customers into actionable information?
Gain the clarity, comprehensiveness, and depth you need for innovative product development.
Invested in growing and developing your professional skills?
Learn from our skilled consultants in lively, interactive trainings that encourage team-building with open discussion and real-world examples.
Customized Private Training & Coaching
- Voice of the Customer Training
- Transforming Customer Conversations: A Continuous VOC Discovery Mindset Training
- Customer Interviewing and Observation Training
- Customer and Patient Journey Mapping Training
- Conjoint Analysis and Discrete-Choice Modeling Training
- Claims Development and Testing Training
- Concept Development and Testing Training
- How to Conduct Market Sizing and Segmentation Research
- Master Storytelling for Product Management
- How to Develop an Effective Product Pricing Strategy
- How to Conduct Survey Research for Product Design
- Express QFD Training
- Customized Customer Insights Strategy Curriculum
Voice of the Customer Training
As pioneers creators of the Voice of the Customer (VOC) methodology, AMS has helped thousands of professionals build the skills and confidence to drive more customer-informed decisions. Our flagship course, “Deliver Better Products and Services: A Voice of the Customer Workshop,” is designed for product managers, marketers, innovation leads, and strategy professionals responsible for shaping products, services, and customer experiences. This is a private, organization-specific training, ideal for teams looking to build VOC capabilities internally. AMS delivers this workshop directly to your company, tailoring the experience to your team’s goals, challenges, and industry context.
Whether your team is new to VOC or you’re looking to sharpen your approach, this training helps you grow professionally, become a stronger internal VOC advocate, and build confidence in interviews, surveys, and insight translation.
Contact Us to Discuss Voice of the Customer Training
Transforming Customer Conversations: A Continuous VOC Discovery Mindset Training
This training program focuses on teaching an “always-on” approach to customer listening to enhance your sales conversations, product development, and marketing messaging.
Our dynamic workshop is designed for professionals eager to develop customer engagement skills and ‘get beyond the obvious’ with customer pain points, challenges, and needs in everyday conversations. You’ll learn how to adopt a mindset of continuous discovery, embedding VOC techniques throughout informal conversations with customers, interviews, and site visits. Additionally, you’ll learn the latest practices for analyzing, storing, and sharing always-on VOC data, including how customized generative AI tools are changing the game.
Contact Us to Discuss Transforming Customer Conversations: A Continuous VOC Discovery Mindset Training
Customer Interviewing and Observation Training
Do you wish you could get closer to your customers and find new ways to deliver winning innovations? Designed for those seeking to develop or further improve their qualitative research skills, this customer interviewing training will demonstrate the importance of Voice of the Customer (VOC) research and provide tried-and-true techniques to add to your toolkit. While you'll gain a solid foundation of interviewing best practices and VOC theory, this will be a very hands-on workshop. Ample time will be dedicated to practicing your interviewing technique through role-playing activities. You'll leave this session ready to conduct customer interviews that uncover actionable insights.
Contact Us to Learn More About Private Training & Coaching for Customer Interviewing and Observation
Customer and Patient Journey Mapping Training
Have you ever asked yourself what your customer or patient journey looks like? Where are there leverage points for your organization to influence the journey? Our customer and patient journey mapping training 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 attendees how to evaluate customer experience and build actionable journey maps. Participants will leave the course ready to interview customers about their journey and create detailed and actionable maps 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
Conjoint Analysis and Discrete-Choice Modeling Training
Ask any product manager how much time their organization has invested in developing a product and the answer will be “weeks,” “months,” or even “years.” After all that effort, a dilemma arises: set prices too high, and you miss out on sales. Set them too low, and you miss out on revenue. How do you optimize return on investment? Pricing research. AMS consultants are well-versed in designing and analyzing pricing studies that utilize four established methods. Our pricing experts have extensive experience matching client pricing objectives with the best methodology, and are ready to share their expertise with you.
Contact Us to Learn More About Private Training & Coaching for Conjoint Analysis and Discrete-Choice Modeling
Claims Development and Testing Training
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 and Testing
Concept Development and Testing Training
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, attendees 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 and Testing
How to Conduct Market Sizing and Segmentation Research
Effective market segmentation is an essential part of successful product and service innovation. Consistent with our MIT heritage, we teach best-in-class statistical methods for conducting segmentation research. In addition, attendees will learn how to create bridges between segmentation surveys and marketing and sales databases, enabling you to identify segment membership for all the customers in your databases.
Contact Us to Learn More About Private Training & Coaching for Market Sizing and Segmentation Research
Master Storytelling for Product Management
Are you in a product management role and need help 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 in Product Management
How to Develop an Effective Product Pricing Strategy
Even the best innovations are useless if there is no market demand. Developing a pricing strategy that captures value but is acceptable to customers is tricky, regardless of your industry. Designed for product managers and product marketing managers, our seasoned innovation experts will take you through different pricing research methodologies, best practices for each method, and use cases. You should expect to complete the training armed with best-in-industry pricing techniques to tackle the challenge of creating an effective pricing model for your new innovations.
Contact Us to Learn More About Private Training & Coaching for Pricing Research
How to Conduct Survey Research for Product Design
Our Survey Research for Product Design program introduces the fundamentals and best practices for designing effective quantitative survey instruments. In this course, attendees 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, participants 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
Express QFD Training
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 product development can use, especially within Six Sigma and process-oriented organizations. 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 the House of Quality. Your 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
Customized Customer Insights Strategy Curriculum
At AMS, we go beyond the obvious. We help the world’s leading brands understand even the most nuanced and complex customer needs – and can tailor a training program to help your team achieve that. Work with our team to create a personalized and comprehensive customer-centric insights training program, including program management, facilitation, and internal integration. Let us help turn your team into insights experts with a bespoke training program just for you!
Contact Us to Learn More About Building Your Own Customer Insights Strategy 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
Deliver Better Products and Services: A Voice of the Customer (VOC) Virtual Workshop
Our virtual Voice of the Customer training is a live public workshop designed for professionals looking to build real-world VOC skills from anywhere. Perfect for product managers, marketers, innovation leads, and strategy professionals, this interactive online workshop teaches AMS’s proven approach through discussion and breakout exercises.
Connect with peers across industries, share experiences, and learn from others facing similar customer insight challenges. The format encourages active participation and networking, giving you the chance to explore how VOC is applied in sectors similar and different to your own.
Gain practical tools and techniques that can be applied immediately to guide smarter decisions around products, services, and customer experiences. The workshop will help you build a stronger foundation in customer insight methods that support your professional development and empower you to lead more customer-centric innovation efforts.
Leave with ready-to-use frameworks to bring back to your team, perfect for internal workshops, planning sessions, and strategic decision-making.
Deliver Better Products and Services: A Voice of the Customer (VOC) In-Person Workshop
Held occasionally in select cities, our public in-person Voice of the Customer workshop offers the same interactive experience as our virtual format, delivered in a face-to-face setting.
Each registration in our Voice of the Customer (VOC) course includes participation in one group coaching session following the workshop and access to AMS's VOC materials.
Questions about training? We have answers!
Who would benefit most from training?
Great question! Our attendees work in many different roles. For example, our Voice of the Customer (VOC) course is built for professionals who want to make smarter, customer-informed decisions. This includes:
- Product managers, marketers, innovation leads, and strategy professionals
- Managers, directors, and senior leaders responsible for customer-centric initiatives
- B2B teams focused on innovation, product development, or customer experience
- Professionals using frameworks like Lean, Six Sigma, or other improvement methods
What makes your training programs unique?
Our methods are grounded in academic research by leading marketing scientists and have been proven over 35 years of studies for leading brands. Our research has led to breakthrough innovations in medical devices, industrial products, heavy equipment, financial services, consumer products, and many other categories. Across both virtual and on-site modalities, our courses are renowned for being engaging, interactive, and lively, with plenty of hands-on exercises and time for attendees to share ideas and insights with one another.
How are your workshops structured?
You’ll learn in a highly interactive format, using a combination of presentation, theory, and hands-on exercises. Sessions may range from simple lunchtime or half-day discussions to intensive multi-week, multi-cohort courses. We teach both on-site and virtual workshops around the world.
Who teaches your workshops?
You’ll learn from our team of insights experts who possess an average of over 20 years of hands-on experience in market research, product development, innovation strategy, and in training professionals around the world. In our courses, we’ll teach you the same techniques we use in client engagements every day.
How do I translate what I’ve learned into my own insights projects?
You will be ready to apply what you learn as soon as you complete a training program, but we also offer coaching and targeted project management for teams who want extra confidence in their execution. Ask about our Action Learning engagement model!
How many people can attend a workshop?
We prefer a seminar format that encourages participant interaction and discussion. The most productive workshops have 10-20 attendees. We also teach large group sessions of 30 attendees or more. Attendees frequently say the team-building experience is (almost) as good as the instruction!
Do you have virtual training options?
Yes. We also conduct highly interactive and engaging virtual workshops. We utilize popular video conferencing platforms, such as Zoom, along with online whiteboarding, interactive surveys, and breakout rooms. Virtual workshop sizes are also limited to 10-20 attendees to encourage collaboration and communication.
That said, we know that some organizations prefer to meet in person for an added level of participation and engagement.
Meet Our Instructors
John Mitchell
President and Managing Principal
Patty Yanes
Principal
Kristyn Corrigan
Principal and Practice Lead
Brian Sheil
Senior Manager
Carmel Dibner
Principal