Public Workshop

Listening to the Voice of the Customer | New England

Course Description

Join Applied Marketing Science (AMS) for our acclaimed workshop, “Listening to the Voice of the Customer.” The workshop will be held live and in-person at AMS headquarters, located at 10 Mall Road in Burlington, MA.

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 in your business. The course is delivered in a lively, interactive format with numerous hands-on activities.

You will learn how to:
• Scope an effective study
• Choose the right customers to interview
• Structure and ask the right questions
• Analyze customer interviews to extract customer needs
• Use quantitative methodologies to prioritize needs for product development

Participants should expect to leave the session ready to execute VOC at their companies. The workshop uses a lively, interactive format with numerous hands-on activities and exercises to build skills. In addition, all attendees receive access to the AMS-exclusive online VOC toolkit of job aids, templates and knowledge resources, to help them complete a VOC project successfully.

This course is especially useful for product developers, engineers, marketers, and managers who are responsible for product, service, and customer experience innovation in companies large and small.

Course Details

Upcoming Session: October 18 – 19, 2023 | 10 Mall Road, Burlington MA

“Listening to the Voice of the Customer” qualifies for two full days (16 hours) of credit toward PDMA’s NPDP certification and re-certification.

Enrollment is limited to 15 participants, to maintain a seminar format and facilitate in-class discussions, and to provide networking opportunities among attendees. 

For more information, please view the Course Overview and read our Frequently Asked Questions. Attendees will receive an official confirmation via email 24 hours after registration that will include additional details regarding travel and accommodation, dietary restrictions for meal planning and more.

If you have any questions or require assistance, please contact Juli Lin at

Pricing Details

Terms and Conditions apply. Please see Terms and Conditions on cart and checkout pages for refund information.
*Group discounts are automatically applied to cart when applicable.

Upcoming Sessions

18 – 19 October 2023

Burlington, MA


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