Public Workshop

Listening to the Voice of the Customer | Virtual

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 online.

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 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: September 23 – 26, 2024

“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

23 – 26 September 2024



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