ARTICLES BY APPLIED MARKETING SCIENCE (AMS)



AMS BREAKTHROUGH ARTICLES


The Voice of the Customer
by Abbie Griffin and John R. Hauser / Marketing Science

This is the ground-breaking academic article that coined the term “Voice of the Customer” and was named one of the top 25 most influential articles in the field of Marketing Science by the Journal of Marketing Science. This article defines what the Voice of the Customer is and discusses the best way to collect and prioritize customer wants and needs.

Order 		The House of Quality
by John R. Hauser & Don Clausing / Harvard Business Review

This article is a touchstone for many product developers and engineers worldwide. It is one of the articles responsible for the entire quality movement that took place in the US through the 1980’s and 1990’s. Knowing what customers want and need is only part of the equation. Making sure that you deliver solutions that meet those needs is the next critical step. This article focuses on making that customer knowledge actionable.
Idea Generation, Creativity, and Incentives
by Olivier Toubia / Marketing Science

Idea generation (ideation) is critical to the design and marketing of new products, to marketing strategy, and to the creation of effective advertising copy. However, there has been relatively little formal research on the underlying incentives with which to encourage participants to focus their energies on relevant and novel ideas. Several problems have been identified with traditional ideation methods. This paper examines whether carefully tailored ideation incentives can improve creative output.