Event / Courses

Listening to the Voice of the Customer


We are pleased to announce that Institute instructor, Gerry Katz (Vice Chairman) and John Burns (Principal) of Applied Marketing Science, are holding an upcoming open-enrollment course on Listening to the Voice of the Customer. This highly-regarded course is designed to teach attendees how to gather and use VOC data to accelerate innovation in business-to-business markets. This acclaimed training workshop will be held at the University Club located in Chicago, IL.  Led by veteran product development and market research experts, Gerry Katz and John Burns.

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. The workshop will also expose participants to the latest applications of these techniques in areas such as machine learning and journey mapping. 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.

Workshop Topics Include

  • Scope an effective study
  • Identify the right customers to interview
  • Select the best research methodologies
  • Structure and ask the right questions, the right way
  • Analyze customer interviews to extract customer needs
  • Use quantitative methodologies to prioritize needs for product development
  • Use VOC techniques to create effective Journey Maps
  • Use Machine Learning to reduce the time and cost of VOC research


The University Club of Chicago is conveniently located in the heart of downtown Chicago, at the corner of Michigan Avenue and Monroe Street, and accessible via public transportation from both local airports.

A limited number of hotel rooms are available for participants at the discounted rate of $229–$339, for October 9th and 10th only. To make your room reservation or for questions about guest accommodations, please contact the Club at (312) 726-2840, ask for guest room reservations and mention Applied Marketing Science.

Note: There is currently no tax charged on the stated room rates, however, each room reserved by a guest of the Club is subject to a mandatory 18% surcharge per evening for the privilege of utilizing the Club.



From: 10/10/2018 8:00 AM
To: 10/11/2018 5:00 PM

University Club
Chicago, IL

Course registration fee:
$1,795 per participant

Group registration fee* (3 or more participants):
$1,695 each

Use Registration Code ISBM18