--- title: AMS Insights Blog | Innovation Blog | Voice of the Customer (8) description: Voice of the Customer | Stay up-to-date on the market research industry. Read the latest news, events and blog posts from Applied Marketing Science. (8) --- - [Instagram](https://www.instagram.com/ams_insights) - [Toolkit Login](https://voctoolkit.ams-inc.com/login/) - [Join Us](https://www.ams-inc.com/why-work-at-ams/) - [0 Items](https://ams-insights.com/registration/) [![AMS\_web\_logo\_final](https://blog.ams-insights.com/hubfs/AppliedMarketingScience_June2021/images/AMS_web_logo_final.png)](https://ams-insights.com/) - Services - [Your Business Challenges](https://ams-insights.com/your-business-challenges/) - [Our Solutions](https://ams-insights.com/our-solutions/) - [Who We Help](https://ams-insights.com/who-we-help/) - [Powerful Results](https://ams-insights.com/powerful-results/) - Training - [Train Your Team](https://ams-insights.com/train-your-team/) - [Webinars](https://ams-insights.com/webinars/) - [Public Workshops](https://ams-insights.com/public-workshops/) - Knowledge Center - [Resources](https://ams-insights.com/resources/) - [Insights Blog](https://blog.ams-insights.com/) - [FAQs](https://ams-insights.com/frequently-asked-questions/) - Who We Are - [The AMS Difference](https://ams-insights.com/the-ams-difference/) - [Our Consultants](https://ams-insights.com/our-consultants/) - [Contact Us](https://ams-insights.com/contact-us/) Select Page - Services - [Your Business Challenges](https://ams-insights.com/your-business-challenges/) - [Our Solutions](https://ams-insights.com/our-solutions/) - [Who We Help](https://ams-insights.com/who-we-help/) - [Powerful Results](https://ams-insights.com/powerful-results/) - Training - [Train Your Team](https://ams-insights.com/train-your-team/) - [Webinars](https://ams-insights.com/webinars/) - [Public Workshops](https://ams-insights.com/public-workshops/) - Knowledge Center - [Resources](https://ams-insights.com/resources/) - [Insights Blog](https://blog.ams-insights.com/) - [FAQs](https://ams-insights.com/frequently-asked-questions/) - Who We Are - [The AMS Difference](https://ams-insights.com/the-ams-difference/) - [Our Consultants](https://ams-insights.com/our-consultants/) - [Contact Us](https://ams-insights.com/contact-us/) # Blog [![](https://blog.ams-insights.com/hubfs/External%20Conferences%202019/MAPI-CXPMforum-Katz-LinkedIn.jpg)](https://blog.ams-insights.com/gerry-katz-present-voc-mapi-conference) ## [Gerry Katz to Present on VOC at MAPI Conference](https://blog.ams-insights.com/gerry-katz-present-voc-mapi-conference) Join us at Power Up Innovation: The CX & Product Management in Manufacturing Conference, where AMS Vice Chairman Gerry Ka... [read more →](https://blog.ams-insights.com/gerry-katz-present-voc-mapi-conference) [Conferences](https://blog.ams-insights.com/topic/conferences), [Voice of the Customer](https://blog.ams-insights.com/topic/voice-of-the-customer) [![](https://blog.ams-insights.com/hubfs/AdobeStock_150625719.jpeg)](https://blog.ams-insights.com/traps-to-avoid-customer-interviewing) ## [Three Traps to Avoid in Customer Interviewing](https://blog.ams-insights.com/traps-to-avoid-customer-interviewing) Interviewer: “HAVE YOU EVER HAD A PROBLEM WITH IT AND HAD TO SHUT IT DOWN?” Respondent: “Yes.” Interviewer: “HOW OFTEN DOES T... [read more →](https://blog.ams-insights.com/traps-to-avoid-customer-interviewing) [Chemicals, Coating and Additives](https://blog.ams-insights.com/topic/chemicals-coating-and-additives), [Engineered Products and Components](https://blog.ams-insights.com/topic/engineered-products-and-components), [Voice of the Customer](https://blog.ams-insights.com/topic/voice-of-the-customer) [![](https://blog.ams-insights.com/hubfs/AdobeStock_195835218.jpeg)](https://blog.ams-insights.com/refreshing-innovation-plan-industrial-markets) ## [Refreshing Your Innovation Plan for Industrial Markets](https://blog.ams-insights.com/refreshing-innovation-plan-industrial-markets) By Andrea Ruttenberg, Ph.D. In my last blog post, I talked about 3 innovation mistakes that are common in industrial markets:... [read more →](https://blog.ams-insights.com/refreshing-innovation-plan-industrial-markets) [Chemicals, Coating and Additives](https://blog.ams-insights.com/topic/chemicals-coating-and-additives), [Engineered Products and Components](https://blog.ams-insights.com/topic/engineered-products-and-components), [Heavy Equipment](https://blog.ams-insights.com/topic/heavy-equipment), [Manufacturing](https://blog.ams-insights.com/topic/manufacturing), [Building Materials and Durables](https://blog.ams-insights.com/topic/building-materials-and-durables), [Ethnography](https://blog.ams-insights.com/topic/ethnography), [Machine Learning/AI](https://blog.ams-insights.com/topic/machine-learning-ai), [Voice of the Customer](https://blog.ams-insights.com/topic/voice-of-the-customer) [![](https://blog.ams-insights.com/hubfs/Industrial%20Innovation%20Mistakes%20Blog.jpg)](https://blog.ams-insights.com/innovation-mistakes-industrial-markets) ## [The Top 3 Innovation Mistakes in Industrial Markets](https://blog.ams-insights.com/innovation-mistakes-industrial-markets) By Andrea Ruttenberg, Ph.D. New product failure rates are notoriously hard to quantify, but empirical research suggests about... [read more →](https://blog.ams-insights.com/innovation-mistakes-industrial-markets) [Chemicals, Coating and Additives](https://blog.ams-insights.com/topic/chemicals-coating-and-additives), [Engineered Products and Components](https://blog.ams-insights.com/topic/engineered-products-and-components), [Heavy Equipment](https://blog.ams-insights.com/topic/heavy-equipment), [Manufacturing](https://blog.ams-insights.com/topic/manufacturing), [Building Materials and Durables](https://blog.ams-insights.com/topic/building-materials-and-durables), [Voice of the Customer](https://blog.ams-insights.com/topic/voice-of-the-customer) [![](https://blog.ams-insights.com/hubfs/AMS%2030th%20Anniversary/RESIZED_%20bob%20klein%20blog%20image.png)](https://blog.ams-insights.com/ams-interview-series-klein) ## [Research Reflections: AMS Chairman and Co-Founder Bob Klein](https://blog.ams-insights.com/ams-interview-series-klein) In honor of Applied Marketing Science's 30th anniversary, AMS President and Managing Principal John C. Mitchell interviews se... [read more →](https://blog.ams-insights.com/ams-interview-series-klein) [News](https://blog.ams-insights.com/topic/news), [Quality Function Deployment (QFD)](https://blog.ams-insights.com/topic/quality-function-deployment-qfd), [Voice of the Customer](https://blog.ams-insights.com/topic/voice-of-the-customer) [![](https://blog.ams-insights.com/hubfs/AdobeStock_181129626.jpg)](https://blog.ams-insights.com/customer-research-for-new-product-development) ## [How Customer Research Can Turn Around New Product Development](https://blog.ams-insights.com/customer-research-for-new-product-development) Are you: Struggling to find the right way to conduct research with customers? Tired of your team conducting research with cus... [read more →](https://blog.ams-insights.com/customer-research-for-new-product-development) [Insights Training](https://blog.ams-insights.com/topic/insights-training), [Voice of the Customer](https://blog.ams-insights.com/topic/voice-of-the-customer) [![](https://blog.ams-insights.com/hubfs/rawpixel-788593-unsplash%20(1).jpg)](https://blog.ams-insights.com/voc-is-easy-with-the-right-training) ## [VOC Is Easy to Do Yourself, With the Right Training](https://blog.ams-insights.com/voc-is-easy-with-the-right-training) By John C Mitchell Understanding customer needs—The Voice of the Customer—is a prerequisite to successful product and custome... [read more →](https://blog.ams-insights.com/voc-is-easy-with-the-right-training) [Insights Training](https://blog.ams-insights.com/topic/insights-training), [Voice of the Customer](https://blog.ams-insights.com/topic/voice-of-the-customer) [![](https://blog.ams-insights.com/hubfs/video.jpg)](https://blog.ams-insights.com/video-the-voice-of-the-customer) ## [New Video: The Voice of the Customer](https://blog.ams-insights.com/video-the-voice-of-the-customer) Customer research is undoubtedly one of the most powerful tools for innovation. And yet, your current customer research proba... [read more →](https://blog.ams-insights.com/video-the-voice-of-the-customer) [News](https://blog.ams-insights.com/topic/news), [Voice of the Customer](https://blog.ams-insights.com/topic/voice-of-the-customer) [![](https://blog.ams-insights.com/hubfs/VOC%20Private%20Training%202019.jpg)](https://blog.ams-insights.com/why-add-voice-of-the-customer-training) ## [Why Add Voice of the Customer Training to Your 2019 Plan](https://blog.ams-insights.com/why-add-voice-of-the-customer-training) By Kristyn Corrigan It’s that time of year again. Meeting upon meeting to decide plans for 2019. I don’t know about you, but ... [read more →](https://blog.ams-insights.com/why-add-voice-of-the-customer-training) [Insights Training](https://blog.ams-insights.com/topic/insights-training), [Voice of the Customer](https://blog.ams-insights.com/topic/voice-of-the-customer) [![](https://blog.ams-insights.com/hubfs/AdobeStock_113470436.jpg)](https://blog.ams-insights.com/the-real-voice-of-the-customer) ## [The Real Voice of the Customer: Don't Be Deceived](https://blog.ams-insights.com/the-real-voice-of-the-customer) In my work conducting innovation training programs and product innovation consulting, I’m sometimes told, “We’ve done Voice o... [read more →](https://blog.ams-insights.com/the-real-voice-of-the-customer) [Voice of the Customer](https://blog.ams-insights.com/topic/voice-of-the-customer) Page 8 of 11 [6](https://blog.ams-insights.com/topic/voice-of-the-customer/page/6) [7](https://blog.ams-insights.com/topic/voice-of-the-customer/page/7) 8 [9](https://blog.ams-insights.com/topic/voice-of-the-customer/page/9) [10](https://blog.ams-insights.com/topic/voice-of-the-customer/page/10) ### Subscribe Here! ### Categories - [Voice of the Customer (100)](https://blog.ams-insights.com/topic/voice-of-the-customer) - [Machine Learning/AI (62)](https://blog.ams-insights.com/topic/machine-learning-ai) - [Conferences (46)](https://blog.ams-insights.com/topic/conferences) - [News (45)](https://blog.ams-insights.com/topic/news) - [Insights Training (30)](https://blog.ams-insights.com/topic/insights-training) - [Medical Products and Pharmaceuticals (21)](https://blog.ams-insights.com/topic/medical-products-and-pharmaceuticals) - [Journey Mapping (20)](https://blog.ams-insights.com/topic/journey-mapping) - [Conjoint Analysis and Discrete Choice (12)](https://blog.ams-insights.com/topic/conjoint-analysis-and-discrete-choice) - [Kristyn Corrigan (12)](https://blog.ams-insights.com/topic/kristyn-corrigan) - [Ethnography (11)](https://blog.ams-insights.com/topic/ethnography) - [Heavy Equipment (10)](https://blog.ams-insights.com/topic/heavy-equipment) - [Carmel Dibner (8)](https://blog.ams-insights.com/topic/carmel-dibner) - [Engineered Products and Components (8)](https://blog.ams-insights.com/topic/engineered-products-and-components) - [John Mitchell (8)](https://blog.ams-insights.com/topic/john-mitchell) - [Podcast (8)](https://blog.ams-insights.com/topic/podcast) - [Building Materials and Durables (7)](https://blog.ams-insights.com/topic/building-materials-and-durables) - [Chemicals, Coating and Additives (7)](https://blog.ams-insights.com/topic/chemicals-coating-and-additives) - [Consumer Durables (7)](https://blog.ams-insights.com/topic/consumer-durables) - [Recruiting Respondents (7)](https://blog.ams-insights.com/topic/recruiting-respondents) - [Technology and Telecommunications (7)](https://blog.ams-insights.com/topic/technology-and-telecommunications) - [Consumer Products (6)](https://blog.ams-insights.com/topic/consumer-products) - [Manufacturing (6)](https://blog.ams-insights.com/topic/manufacturing) - [Travel, Logistics and Hospitality (6)](https://blog.ams-insights.com/topic/travel-logistics-and-hospitality) - [Quality Function Deployment (QFD) (4)](https://blog.ams-insights.com/topic/quality-function-deployment-qfd) - [Claims Development and Testing (3)](https://blog.ams-insights.com/topic/claims-development-and-testing) - [Concept Testing (3)](https://blog.ams-insights.com/topic/concept-testing) - [Meaghan Foley (3)](https://blog.ams-insights.com/topic/meaghan-foley) - [Segmentation & Market Sizing (3)](https://blog.ams-insights.com/topic/segmentation-market-sizing) - [Agriculture and Fisheries (2)](https://blog.ams-insights.com/topic/agriculture-and-fisheries) - [Banking, Investing and Insurance (1)](https://blog.ams-insights.com/topic/banking-investing-and-insurance) - [Business Services (1)](https://blog.ams-insights.com/topic/business-services) - [Legal Services (1)](https://blog.ams-insights.com/topic/legal-services) - [Oil and Gas (1)](https://blog.ams-insights.com/topic/oil-and-gas) - [Patty Yanes (1)](https://blog.ams-insights.com/topic/patty-yanes) See all ### Get in Touch - [(781) 250-6300](tel:(781)%20250-6300) - [inquiry@ams-inc.com](mailto:inquiry@ams-inc.com) - Applied Marketing Science, 78 Blanchard Road, Suite 203, Burlington MA 01803 ### Affiliations [![logo2](https://blog.ams-insights.com/hubfs/AppliedMarketingScience_June2021/images/logo2.png)](https://www.pdma.org/) [![AMA-logo-white](https://blog.ams-insights.com/hubfs/AppliedMarketingScience_June2021/images/AMA-logo-white.png)](https://www.ama.org/) [![cxpa-logo-white](https://blog.ams-insights.com/hubfs/AppliedMarketingScience_June2021/images/cxpa-logo-white.png)](https://www.cxpa.org/) [![MAN\_logo\_horizontal\_white](https://blog.ams-insights.com/hubfs/AppliedMarketingScience_June2021/images/MAN_logo_horizontal_white.png)](https://www.mapi.net/) [![insights\_logo-light](https://blog.ams-insights.com/hubfs/AppliedMarketingScience_June2021/images/insights_logo-light.png)](https://www.insightsassociation.org/) [![ISBM-logo-white](https://blog.ams-insights.com/hubfs/AppliedMarketingScience_June2021/images/ISBM-logo-white.png)](https://isbm.smeal.psu.edu/) ©2025 Applied Marketing Science, Inc. | [Sitemap](https://ams-insights.com/sitemap_index.xml) | [Terms of Use](https://ams-insights.com/terms-of-use/) | [Privacy Policy](https://ams-insights.com/privacy-policy) Follow Us: - - -