Applied Marketing Science Contributes Two Articles to Wiley International Encyclopedia of Marketing

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Company recognized for research and application leadership in Voice of the Customer and Quality Function Deployment.

The Voice of the Customer

Applied Marketing Science, Inc. (AMS), a leading-edge market research and consulting firm, has recently contributed articles to the new Wiley International Encyclopedia of Marketing for entries on two product development techniques: Voice of the Customer (VOC) Research and Quality Function Deployment (QFD).

The encyclopedia’s invitation for the company to contribute the entries is a testimonial to the pioneering work in these areas that Applied Marketing Science has conducted over the past 20 years. Co-founder of AMS, John R. Hauser, co-authored two articles from which the entries were based. “The House of Quality,” written by Hauser and Don Clausing, was published in the Harvard Business Review in 1988. It was the first significant article in English about Quality Function Deployment (QFD) in a popular management publication. “The Voice of the Customer,” co-authored by Hauser and Abbie Griffin, was published in Marketing Science in 1993. It was named one of the top 25 most influential papers in the history of the field of marketing science. The two aforementioned articles, as well as decades of application and refinement of the techniques by AMS employees, helped contribute to the Wiley invitation.

Applied Marketing Science specializes in providing VOC insights across a wide range of clients and industries. Founded in 1989 based on ground-breaking research conducted at the MIT Sloan School, AMS has become an internationally recognized leader in VOC market research and related product development methodologies. AMS Co-founder, John Hauser; President Robert Klein; Executive Vice President, Gerald Katz; Principal, Steven Gaskin and University of Utah Professor Abbie Griffin co-authored the Wiley articles.

“We are excited to have VOC and QFD listed in such a prestigious source of reference. A great deal of research has gone into fine-tuning these methodologies over the years and it is satisfying to know that the techniques will be available to a global audience,” said President Robert Klein of AMS.

The Voice of the Customer (VOC) is a term used in business to describe the process of capturing customers’ requirements. The VOC is a product-development technique that produces a detailed set of customer wants and needs, which are organized into a hierarchical structure, and then prioritized in terms of relative importance and satisfaction with current alternatives.

Quality Function Deployment (QFD) is a product-development methodology whose objective is to ‘‘deploy’’ the VOC throughout the product-development process. It is most often carried out by a cross-functional team that creates and populates a series of one or more matrices, the first and most common of which is referred to as the House of Quality (HOQ).

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 20 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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Holly Senykoff
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