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These short sessions are designed to give you one-on-one time to discuss your individual Voice of the Customer research needs.

Applied Marketing Science delivers customer insights to help our clients make better decisions in new product development.

Our professionals are passionate advocates for the Voice of the Customer. We believe that the most successful new products begin with a thorough understanding of what customers really want - their underlying needs - in a language that makes sense to them.

Our clients rely on us to see through their customers’ eyes, and to help them invent products and services that address real customer needs and achieve commercial success. We work alongside product managers, R&D scientists and engineers, marketers, and customer researchers at many of the world’s leading companies, including Intel, Microsoft, Johnson & Johnson, Kimberly-Clark, Xerox and Intel Corporation.

Our approach is grounded in methods that represent the latest advancements in marketing science and research. Since our founding in 1989 by Dr. John Hauser, Kirin Professor of Marketing at the MIT Sloan School of Management and co-director of MIT’s Center for Innovation in Product Development, our team has combined academia’s best ideas with years of hands-on, practical experience, to create innovative market research and consulting services that turn customer insights into competitive advantage.

What we can do for you

At AMS, listening to the Voice of the Customer starts at the earliest stages in new product development - the so-called “fuzzy front-end” of innovation. Whether your company follows a formal, well-defined NPD process like StageGate® or Design for Six Sigma (DFSS), or you have adopted a less-structured approach, academics and practitioners agree that understanding customer needs at the very beginning of the product development process, before development costs rise significantly, improves your odds of product success and reduces time to market. If you are about to embark on a new product initiative, our services and expertise will help you understand your customers’ true wants and needs - the Voice of the Customer - and focus your designers and engineers on solving your customers’ most pressing problems. Click here to learn how AMS can help your product development team start listening to the Voice of the Customer.

Customer insight, however, is not limited to the fuzzy front-end, and customer research does not end with the Voice of the Customer. At each step in new product development, your customers have something to say that can help your efforts to build a successful new product.

AMS can be your partner throughout, constantly bringing customers into your innovation process wherever their insights are needed. In addition to assisting your team in understanding the Voice of the Customer, AMS’s consultants can help you:

  • Enlist customers, employees, and partners in idea generation (Click here)
  • Filter and evaluate ideas to identify "winners" (Click here)
  • Define the proper technical specifications for a new product (Click here)
  • Validate the appeal of new product concepts (Click here)
  • Establish price points and the right combination of features (Click here)
  • Establish metrics to track, manage, and incent the organization prior to launch.

In short, AMS can help you stay connected to your customers throughout new product development, helping to ensure that your final product delivers real value.

What AMS Can Do...


There are literally hundreds of market research firms of all shapes and sizes who will claim to be able to solve any problem you present, but few are as focused on product development innovation as AMS. Our Product & Service Design team does not seek work in advertising testing, brand imaging, competitive intelligence, or product tracking studies. Instead, we live and breathe in the world of new product development, and are keenly attuned to the unique challenges that engineers, designers, and marketers face. We know that while generalizations and broad brush strokes may work for an advertising agency or in corporate strategic planning, they simply do not have the detail that product developers and marketers need to make tactical decisions about the features and performance specifications of actual products and services.


Our team has experience in virtually every major industry, whether business-to-business or business-to-consumer, high-tech or low-tech, manufactured goods, or services. On any given day, our research team may be visiting the kitchen of a mother of four, observing a professional auto painter detail the hood of a car, speaking with a plant manager about energy management and conservation issues, or interviewing a surgeon about potential complications in a minimally-invasive medical procedure.

Our team is particularly adept in research subjects with a high degree of domain-level, technical expertise. Throughout an engagement and beyond, our consultants strive to become deeply familiar with our clients’ businesses and technologies, so that we can converse fluently with highly-specialized customers, and work closely with clients as they apply customer insights to new product innovation.


We recognize that there’s no such thing as a one-size-fits-all approach to research. With over 250 client engagements under our belt, we recognize that the best research does not adhere to a rigidly prescribed methodology; rather, it follows a pragmatic approach that is built upon time-tested, fundamental principles of marketing science and takes into account the often unique circumstances of our clients’ customers and markets. What works in a consumer market may not work in an industrial market, and AMS has the knowledge and experience to know the difference, and develop an approach that works for you.