AMS Announces Spring Voice of the Customer Training Dates

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Applied Marketing Science will offer its two-day Voice of the Customer training course on April 28-29 at the Hyatt Regency in Cambridge, MA. This course teaches attendees how to conduct their own customer research, including what questions to ask, whom to interview, and how to analyze and apply the research results. In light of current economic conditions, AMS is offering generous discounts for early registration.

January 13, 2009 -- Applied Marketing Science is offering its popular Voice of the Customer training course on April 28-29, 2009, at the Hyatt Regency in Cambridge, Mass. The course is open to the public, and will cover the following topics:

· Why you should listen to customers
· How the Voice of the Customer fits into the product development process
· What you can do with Voice of the Customer information
· Designing the interview process
· Determining whom to interview
· Writing the interview guide
· Interviewing customers
· Individualized interview role-playing and feedback
· Analyzing interview transcripts
· Distinguishing between needs and solutions
· Affinitizing customer needs
· Prioritizing customer needs
· Applying ideation techniques to Voice of the Customer information
· Translating the Voice of the Customer into design specifications
· A brief overview of Quality Function Deployment (QFD)

This course is essential for Product Managers, Product Marketers, Innovation Experts, and anyone seeking to initiate or enhance their Voice of the Customer program. AMS also offers on-site training for groups of eight or more. Additional information and registration information is available at

About Applied Marketing Science:
Applied Marketing Science is one of the leading Voice of the Customer consulting companies in the world, with proven methodologies for gathering the Voice of the Customer, training and coaching clients in VOC methods, and brainstorming using state-of-the-art, web-based tools. Over the past twenty years, we have helped hundreds of clients in a broad range of industries incorporate "best practices" into their product development processes. Founded in 1989 with roots in the MIT Sloan School, AMS offers an array of services to meet client needs, and specializes in developing customized solutions for each situation.


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