Customer input is everywhere — in product usage data, service conversations, sales feedback, reviews, communities, and AI-generated summaries. But more input does not always lead to better decisions. For product and innovation teams, the challenge is knowing which signals point to meaningful customer needs.
In her upcoming session at the PDMA Summit, “Customer Input Is Everywhere: Rethinking VOC Strategy in an AI-Enabled World,” Applied Marketing Science (AMS) Principal and Practice Lead Kristyn Corrigan will show how Voice of the Customer (VOC) thinking can help teams separate signal from noise and make more confident innovation decisions.
The session reframes VOC as a decision-making mindset, not just a research method. Attendees will explore how AI is changing the way customer feedback is captured and summarized, and where human judgment remains essential.
Through hands-on exercises, participants will map where customer voice already exists, diagnose customer input versus noise, and apply a needs-based lens to a real product or innovation challenge. Participants will leave with a practical VOC Focus Brief they can use to align stakeholders, clarify trade-offs, and bring a stronger customer-centered rationale to product decisions.
If you’re attending this year’s Product and Development Association (PDMA) Summit, don’t miss this timely exploration on how VOC strategy can help teams listen smarter, prioritize more effectively, and make better innovation decisions. Catch Kristyn’s session on Friday, October 9 at 3:50 p.m. CT.
Missing the summit but want to learn more about the applications of AI for customer research? Kristyn’s recent webinar presented in partnership with Manufacturer’s Alliance touches upon just that:
About Kristyn Corrigan
Kristyn Corrigan is a Principal and Practice Lead at AMS, where she leads the firm’s Insights for Innovation practice. She helps leading organizations use VOC research to uncover actionable customer needs and guide stronger product, service, and experience decisions.
Tags: Conferences , Machine Learning/AI , Voice of the Customer