Voice of Customer Research

Voice of Customer is a widely used phrase that has taken on a far broader and more generic definition as it's become use in industry.  The reality is that it is an incredibly powerful qualitative research tool that requires thoughtful planning, execution, and analysis to generate a step function change in understanding of value and potential through the eyes of a particular demographic.

Overall, it's easy to understand the what, this research tool will deliver a complete understanding of the why.  When you know this, you understand the potential value of the unmet need, and the risks associated, so you can make an informed investment decision and how.

Every case will inevitably yield insights into value and priorities enabling focused investments and/or improvements.  In conjunction, you'll also learn about the things that are less valuable - things to stop doing.  Embracing these insights is at the heart of continuous improvement. 

We're classically trained by the pioneers of this research tool at Applied Marketing Science out of the MIT Sloan School of Management.  We've used this framework for countless exercises for market research about competing products, buying experiences,  criteria, new technology adaptation preferences, mapping buying journeys, and more.  We've even used this for vendor/partner facing situations to understand the criteria and processes to better align existing and new potential suppliers as well.  Using this tool over time in different areas will create ever better alignment across your entire value chain.