Training and Coaching

Learn how to uncover customer insights from the experts.

With roots in the MIT Sloan School of Management, teaching is part of our heritage. Our experienced consultants can help your team be more effective innovators. From hands-on market research courses and customized innovation training, to comprehensive capability-building engagements that get you from insights to product concepts, we are your innovation consulting partner for successful product, service and customer experience design.


Training your team has never been easier. Applied Marketing science (AMS) offers flexible and virtual Voice of the Customer (VOC) and market research training options that can be customized to best fit your company’s needs. Our workshops teach practical methods, using our deep experience conducting Voice of the Customer and other market research on real product development and customer experience projects.

We have adapted our instruction and materials for use in a virtual environment. Our interactive and modularized teaching makes it so the training is both effective and attainable for teams to complete over Zoom.

We have taught hundreds of workshops to thousands of professionals around the world, including North and South America, Europe, China and India. Courses use interactive exercises to reinforce skills, and offer ample time for team discussions and Q&A. Our engaging instructors adapt and customize modules to meet each client’s unique business demands. You can rest assured that your team will be equipped to put the skills they’ve learned into action, with our ongoing coaching, consulting and job-aids.

Speak with an expert to find the workshop that’s right for you.

Course Topics

  • Voice of the Customer
  • Customer Interviewing
  • Advanced Customer Interviewing
  • Customer Ethnography/Observational Research
  • Quality Function Deployment (QFD)
  • Conjoint Analysis
  • Quantitative Research Techniques
  • Journey Mapping
  • Innovating in Consumer Markets

Meet Our Instructors

John Mitchell


Carmel Dibner


Patty Yanes

Associate Principal

Andrea Ruttenberg

Associate Principal

Upcoming Public Workshops and Webinars

Want to learn new skills and give our instructors a try?
Register for one of our upcoming open-enrollment workshops.

Team discounts are available.

Interested in learning more about our latest thinking?
Sign up for an upcoming free webinar, or browse our archive of past webinars.


Learn methods we use every day on
client engagements


Interactive sessions led by experienced,
senior AMS consultants


Targeted to the needs of product developers and customer experience designers

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