John Mitchell

John Mitchell, President of Applied Marketing Science and a veteran in customer insight, discusses how AI is reshaping Voice of the Customer (VOC) research. He emphasizes the need for better question design and storytelling to truly understand customer needs. Mitchell highlights common pitfalls in VOC practices, such as only consulting top customers. He also explores AI's capabilities to uncover emotional insights and suggests hybrid approaches combining human and machine analysis. Real-world examples illustrate the balance of technology and insight.