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Course: Listening to the Voice of the Customer


The concept of listening to the Voice of the Customer has been  around for over 20 years, a clear “best practice” in new product development. Yet VOC is still too often misunderstood, misused, and poorly executed. This highly regarded course, taught by Gerry Katz, one of the most experienced experts in the field today, will set things straight and teach you how to gather, analyze, and effectively use VOC in your own new product development initiatives.


  • Participants should expect to leave the session ready to execute VOC at their own companies.  
  • The workshop uses a lively, interactive format with numerous hands-on activities and practice exercises to build skills. 
  • All attendees receive access to an exclusive online VOC toolkit of job aids, templates and knowledge resources


Gerry Katz

Vice Chairman, Applied Marketing Science

Gerry is a recognized authority in the areas of new product development, design of new services, process innovation and market research, with more than 40 years of consulting experience. 

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From: 4/26/17 12:00 AM
To: 4/27/17 12:00 PM


Boston, Massachusetts


Sheraton Boston Hotel


Reference Registration Code:  ISBM17

$1,795 per participant

$1,595* Early Bird Registration Fee (if registered by March 22, 2017)

$1,695* Group Registration Fee (if registering three or more)

$1,495* Early Bird Group Registration Fee (if registering three or more by March 22, 2017)

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