Date: November 14th, 2024
Time: 1:00 – 1:45PM
Location: Colony Ballroom, Adel H. Stamp Student Union
University of Maryland, College Park Campus
3972 Campus Drive, College Park, MD 20742
Presentation: “Creating Customer Magic: How a VOC Mindset Fuels Insights for Innovation”
Co-owner of Applied Marketing Science, Inc.
Knowing your customers better than anyone else creates an incredible opportunity for competitive advantage. Voice of the Customer (VOC) has been a best practice front end of innovation activity for decades. Increasingly teams are employing VOC needs assessment throughout their product development funnel as well as in day-to-day interactions with customers. What was once an activity dedicated to the fuzzy front end of innovation now has a place in concept testing, prototype development, and even sales. Organizations are finding increased value in adopting a “VOC mindset” to fuel a continuous understanding of customer insights. They are also leveraging generative AI techniques to uncover customer needs in the increasing amount of readily available user-generated content.
Join Kristyn Corrigan of Applied Marketing Science, Inc. (AMS) to explore how a VOC Mindset and advancements in Generative AI are propelling brands’ ability to innovate, retain, and delight customers.
Kristyn is a principal and co-owner of Applied Marketing Science, a Boston based market research consultancy that helps companies develop better products and services through harnessing the power of customer insights.
In her nearly two decades of product development consulting experience, Kristyn has led and designed customer insights engagements for leading global B2B and consumer brands. She specializes in helping companies understand stated and latent customer needs and how to measure their criticality to innovation.
Kristyn’s published work has been featured in Fast Company and Marketing News. She is a contributing author of the 2023 textbook, The Product Development and Management Association Handbook of Innovation and New Product Development. She has guest lectured at several institutions, including the MIT Sloan School of Management. Kristyn currently serves on the Product Development and Management Association (PDMA) Board of Directors.
