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Applied Marketing Science is an established Voice of the Customerconsulting firm with two distinct businesses: helping product development teams understand their customers' wants and needsfor input into new product and service development;and assisting attorneys with consumer behavior and marketing issues in litigationusing surveys and other techniques. AMS was co-founded in 1989 by Professor John Hauser, Kirin Professor of Marketing and Headof the Marketing Group at MIT's Sloan School of Management and AMS President Bob Klein. Withthe continued close involvement of Dr. Hauser, AMS has become an internationally recognized leader in Voice of theCustomer (VOC) consulting and training. We have conducted market research in dozens of keyindustries. AMS is recognized by MIT's prestigious Virtual Customer Initiative,which is headed by Professor Hauser. The Virtual Customer Initiative was developed by leading academicians to test new theoriesand methods to improve the speed, accuracy, and usability of customer input to the product development process.