Voice of the Customer Research
“The scientist is not a person who gives the right answers, he’s one who asks the right questions.”
– Claude Levi-Strauss, Anthropologist
Customers can’t tell you want they want. If you expect customers to design your next product, you will be disappointed. To innovate, you must stop asking customers for the answers, and start asking the right questions instead. This is the purpose of Voice of the Customer (VOC) research.
VOC is the study of customer needs. VOC is not merely a synonym for customer feedback, but a disciplined approach to understanding who customers are, the benefits they seek, and the context in which they seek them. It relies on a broad toolbox of qualitative and quantitative customer research, including in-depth interviewing, customer visits, ethnography, social-media mining, and surveying.
Voice of the Customer research is versatile, with applications not only in product development, but in customer experience design, customer satisfaction, and even employee engagement.
At Applied Marketing Science, VOC is in our DNA. For over 25 years we have helped leading companies hear the Voice of the Customer and build a solid innovation foundation. We support clients in categories as diverse as:
- Medical products like pacemakers, infusion pumps, and hemodialysis units
- Industrial products like valves, ball bearings, excavators, and helicopters.
- Services like online retailing, wireless services, and insurance
- Consumer durables like home water-filtration systems and refrigerators
Whether you are starting your first VOC initiative or are a seasoned VOC practitioner, our team can support you every step of the way:
- We are flexible. We choose an approach that is right for our client, not simply right for us
- We are creative. We are adept at engaging hard-to-find customers in narrow industries.
- We are hands-on. Our own highly-trained staff invests heavily in learning our client’s business, and we conduct most research in-house.
- We are action-oriented. Our findings inspire clients with ideas for innovation, and do not simply regurgitate data
Stop asking customers for the answers. Ask the right questions instead. Contact us to learn more.