Originally presented in partnership with the Manufacturers Alliance Marketing Council on May 12, 2026.
Today’s manufacturing R&D and innovation teams face growing pressure to uncover unmet customer needs faster, with greater accuracy, and at lower cost. But traditional Voice of the Customer (VOC) approaches can be time consuming, resource heavy, and vulnerable to human bias. At the same time, customer feedback is everywhere, across reviews, support transcripts, sales calls, communities, and more. The signals that matter most are getting harder to spot. The result? Missed unmet needs, slower innovation cycles, and teams debating opinions instead of acting on evidence. What if purpose-built AI, guided by real VOC expertise, could help teams see more in their customer data, faster and with greater confidence?
Join Kristyn Corrigan of Applied Marketing Science (AMS) for a candid look at how manufacturers are discovering deep, solution-agnostic customer needs in unsuspected places to guide smarter product and service innovation.