Public Workshop

Listening to the Voice of the Customer | Orange County, CA

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 the Avenue of the Arts Costa Mesa Hotel in California’s Orange County, home to renowned research universities, cutting-edge companies, and beautiful beaches.

Led by veteran product development and market research expert John Mitchell, 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 and opportunities for participants to learn from each other. You will learn how to:  

  • See the world through your customers’ eyes, so that you can build products customers want to buy 
  • Use a needs-based VOC approach to accelerate innovation in products and services 
  • Define and execute a VOC project yourself, within your team 
  • Translate what you learn about customers into actionable information 
  • Apply quantitative methodologies to prioritize needs for product development 

You will leave the session ready to execute VOC in your own company. In addition to what you learn in the course, all attendees will get ongoing access AMS’s exclusive online VOC toolkit of job aids, templates and knowledge resources, to help complete your VOC project successfully. Each registration also includes a follow up consultation with your instructor to maximize the benefits of your training.


Who Should Attend?

This course is most useful for product developers, engineers, marketers, and managers responsible for product, service, and customer experience innovation in companies of all sizes. It is best for participants who are new to market research or whose skills could use a refresher. Experienced market researchers are encouraged to check out our workshops on more advanced topics. 

Course Details

Upcoming Session: June 4 and 5, 2024 | Avenue of the Arts Costa Mesa Hotel | Orange County, CA

“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 capped at 20 participants, to maintain a seminar format and facilitate in-class discussions, and to provide networking opportunities among attendees. For groups of more than five, please consider a private session tailored to your organization’s needs. Visit our website to learn more about our private training offerings.

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.
*Discounts are automatically applied to cart when applicable.

Upcoming Sessions

4 – 5 June 2024

Costa Mesa, CA


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