Public Workshop

Listening to the Voice of the Customer | Virtual

Course Description

Why do people call this the best training they’ve been to in 10 years? Sign up and find out for yourself!

Join Applied Marketing Science (AMS) for our acclaimed workshop “Listening to the Voice of the Customer.” The workshop will be held live online.

Led by veteran product development and market research experts, John Mitchell and Andrea Ruttenberg, Ph.D., 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 practice 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: June 5 – 8, 2023

“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 encourage participation. Each day of the workshop begins at 10:00am EDT and concludes at 2:00pm EDT.

Course Overview

For help or additional information, 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

5 – 8 June 2023



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