Applied Marketing Science (AMS) Principal and Innovation Practice Lead Kristyn Corrigan, AMS Vice Chairman Emeritus Gerry Katz, and Assistant Professor Artem Timoshenko of the Kellogg School of Management at Northwestern University will be presenting at the Institute for the Study of Business Markets (ISBM) Members Meeting: AI and the Transformational Effects on B2B Marketing.
Voice of the Customer (VOC) has been a best practice in new product development and service innovation for more than 30 years. But executing a rigorous, academically-sound VOC study can be a time-consuming and labor-intensive process – worth it for sure, but not without a fairly significant cost. And so, it should be no surprise that both academics and practitioners have been looking for ways to speed up and reduce that cost ever since its origin.
Thankfully, in recent years, machine learning and artificial intelligence (AI) have been transforming the way we gather information about customer experiences. By leveraging the power of AI, businesses now have a unique opportunity to better understand customer needs and to find game-changing consumer insights. AMS, in collaboration with researchers at the MIT Sloan School of Management, have developed a new way to uncover critical insights from existing user-generated content.
Join Kristyn Corrigan, Gerry Katz, and Artem Timoshenko for their presentation, “How AI Is Accelerating VOC,” to explore how companies are using Machine Learning to gather unique and actionable Voice of the Customer (VOC) insights more quickly and cost effectively than ever before.
Attendees can expect to:
- Discover how machine learning can help reveal truly novel customer needs, even in complex, highly technical B2B categories.
- See examples of how machine learning can allow product and service designers to gather a comprehensive list of customer needs faster and more economically than with traditional methods.
- Understand the emerging, state-of-the-art ways in which ChatGPT can enhance the VOC process even further.
This event is open to ISBM members and will take place in person just outside of Chicago. For more details about this event, visit the event page on the ISBM website.
Unlocking beyond-the-obvious customer insights is critical to innovation success, and machine learning brings you fast and robust insights. Interested in transforming the way you innovate? Start your machine learning journey with these AMS resources to strengthen your customer insights strategy.