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Frequently Asked Questions about Concept Testing

Question:  If you have multiple concepts, is it better to reveal and discuss them one at a time or revealing all of them at o... read more →

Customer Needs: A Critical Component of the Customer Journey Map

By John C. Mitchell A couple weeks ago, I attended my first-ever CXPA Insight Exchange, the annual conference of the Customer... read more →

Why Ask Why? Reasons for Pondering an Important Question

A recent discussion in an online community about qualitative research techniques focused on the old adage that moderators sho... read more →

Strengthen Your Brand with Claims Research

Effective advertising and packaging claims can strengthen brand image, reinforce or build brand personality and drive sales. ... read more →

Concept Testing: The One Question You Must Ask First

At many companies, concept testing is a routine market research exercise. Using qualitative methods like in-depth interviews ... read more →

Excuses, Excuses!  Overcoming Objections to Voice of the Customer Research

Executive leadership at one of my Voice of the Customer training clients talks about the importance of listening to customers... read more →

Understanding VOC Project Management from Project Managers Who’ve Done It

Let’s start at the beginning. What makes project management so different from other roles on a project team? read more →

Making Journey Mapping Work for You: Interview with AMS Customer Experience Innovation Expert John Burns

Let’s start at the beginning. What is journey mapping? Journey mapping is a way to identify all the touchpoints you have with... read more →

Two AMS Articles Recently Featured in Industry Publications

Applied Marketing Science (AMS) is proud to announce that both President John Mitchell and Senior Manager Amanda Ford have re... read more →

Two AMS Articles Awarded 2015 Best of Visions Finalist Award by PDMA

Applied Marketing Science (AMS) is proud to announce that both Vice Chairman Gerry Katz and Principal John Burns, Ph.D. have ... read more →

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