AI Meets VOC: Supercharging PDMA Offerings for the Future
Brian Sheil, Applied Marketing Science
kHUB post date: May 29, 2025
Originally presented: May 22, 2025
Watch time: 60 minutes
Access the Webcast
In this engaging and forward-thinking webinar, discover how the PDMA partnered with AMS to revolutionize their approach to innovation through Voice of Customer (VOC) research. By gathering insights from both members and non-members, PDMA was able to tap into the true needs of their community and better understand the evolving demands of professional organizations. AMS leveraged its cutting-edge, fine-tuned Large Language Model (LLM) to extract detailed customer needs with unprecedented accuracy and speed, demonstrating its ability to match the performance of trained human analysts.
This session will dive into how AI-driven VOC research not only provides deep insights but also helps prioritize these needs through a quantitative survey to guide PDMA’s future offerings. You’ll learn how this approach empowers organizations to adapt and stay ahead of shifting trends while fostering a more member- and non-member-centric strategy.
Join us to understand how AI can fuel innovation, improve decision-making, and shape the future of professional organizations like never before.
Key Takeaways:
- Discover the power of AI in VOC research: Learn how PDMA utilized AMS's innovative VOC research process to gather critical feedback from both members and non-members, enabling a comprehensive understanding of customer needs and preferences.
- Understand the impact of Fine-Tuned LLM on qualitative needs extraction: Explore how AMS’s newly fine-tuned LLM accurately extracts detailed customer needs at the same rate as trained human analysts, proving the effectiveness of AI in gathering actionable insights quickly and efficiently.
- Prioritize customer needs with quantitative analysis: Understand how PDMA used a quantitative survey to prioritize the extracted customer needs, ensuring their future offerings are directly aligned with both member and non-member expectations, and positioning them for long-term success.
- Understand key findings related to the evolving role of professional organizations: Gain insights into how PDMA is using VOC data to adapt to the changing landscape of professional organizations, ensuring that their offerings remain relevant and valuable to a diverse and evolving audience.
About the Presenter
Brian Sheil is a senior manager in the Insights for Innovation practice at Applied Marketing Science (AMS), where he helps companies use customer insights to drive product development and business decisions. With experience in financial services, medical, industrial, consumer, and B2B markets, Brian has led complex qualitative and quantitative projects both domestically and internationally. A seasoned trainer and coach, Brian also builds his team’s internal market research capabilities, particularly in Voice of the Customer research. He holds an MBA and a B.A. from Providence College.