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.” This introductory 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. The course is delivered in a lively, interactive format with numerous hands-on activities.

You will learn:

  • How to correctly define the Voice of the Customer (VOC) and how VOC fits into the product development process
  • Successful techniques for scoping an effective study
  • Strategies for choosing the right customers to interview, as well as how to structure and ask the right questions
  • Methods for analyzing customer interviews to extract customer needs
  • Quantitative methodologies to prioritize needs for product development

You should expect to leave the session ready to execute VOC at your own organization with an understanding of the fundamentals. In addition, all attendees receive access to the AMS-exclusive online VOC toolkit of job aids, templates and knowledge resources, to help you complete a VOC project successfully. Each registration includes a follow up consultation with your instructor to help you maximize the benefits of your training.

Who Should Attend?

This course is especially useful for product developers, engineers, marketers, and managers who are responsible for product, service, and customer experience innovation in organizations large and small. Please note that this is a beginner-level course.

For those already well-versed in VOC methods, we offer training on a variety of topics to build upon your VOC knowledge. Please view our training offerings or reach out to us to discuss customized training tailored to your organization’s needs.

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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