Events - AMA Iowa | Iowa Chapter of the American Marketing Association


(Virtual Workshop) You Can’t Ignore Voice of the Customer!

Event Details:

Event Type: Open to members and non-members
Registration: Required
Registration Fees:
Member $20.00
Student $20.00
Guest $25.00
Non-Member $25.00
Last Day to Register: Wednesday, May 26, 2021
Time: Thursday, May 27, 2021 12:00 PM - 1:00 PM

Event Description:

You Can’t Ignore Voice of the Customer!

Understand how market research can be your secret weapon

It’s an exciting time to be in marketing, and VOC has never been more important than it is today. All marketers should understand the importance of market research and how it can leverage key insights for an organization – whether to make key decisions, support product/market growth, ensure communications effectiveness, enhance the customer experience, and more.

Tamara will highlight the range of research methods, including some DIY tips and tools that you can easily apply. She will explain how both agile research and longitudinal studies have their purpose, and how deep-dive qualitative research is playing an ever-important role. She will cover how social media listening, usability testing, inclusiveness for those with disabilities, and other newer tools are changing the landscape for market research. Companies of all sizes should be listening to their customers; marketers are positioned to help lead the charge. No matter your budget, research can and should be part of your company’s marketing plan.

Key Takeaways:

  1. Understand the range of Qual and Quant research methods, including newer research trends and tools and how they are enhancing the insights field.
  2. Understand the importance of survey design and learn how to avoid the top survey design mistakes.
  3. Understand how research can be utilized through B2C and B2B case study scenarios and how companies have leveraged key research insights.


12:00 PM - Start Time
12:05 PM - Announcements & Speaker Introduction
12:10 PM - Speaker Presentation, Q&A
1:00 PM - Adjourn


Tamara Kenworthy, PresidentOn Point Strategies

With over 35 years of marketing, planning, and research expertise, Tamara brings value to clients as a marketing strategist with research expertise, and a researcher who thinks like a marketer – a unique combination in the industry. She works with a range of B2B, B2C and non-profit clients across a range of industries at the intersection of marketing strategy and voice of the customer. She currently serves as Managing Editor for VIEWS magazine, an award-winning international research publication for QRCA’s member association. She is a long-time member of AMA, past president of AMA Iowa, and multiple NOVA award winner in the research category.


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