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Talkcast: Using Voice of Customer Research to Develop On-Target Products |
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Using Voice of Customer Research to Develop “On-Target” Products
Q&A audio interview with:
Jennifer Lachenman, Sr. Product Manager,
Rosetta Stone
Jeff Thompson, Strategic Marketing Manager, McKesson Automation
Voice-of-customer research, VOC, includes a family of direct and indirect customer research techniques used in creating new products. It can be a particularly powerful tool for eliciting customer needs, validate designs and to build prototypes. However, effective VOC research requires an understanding of the benefits and limitations of the various techniques, advance planning, and buy-in from the entire product team.
In this PSN Talkcast, we invited two practitioners to share their tested practices, useful tips, and lessons learned in using VOC to deliver high quality products: Jennifer Lachenman, Senior Product Manager for International Consumer Products with Rosetta Stone and Jeff Thompson, Strategic Marketing Manager with McKesson Automation.
Questions We Asked Our Panelists
- What VOC research methods have you used? What do you find to be their strengths and limitations?
- How do you determine which VOC techniques to use?
- How do you select which customers to participate?
- Who should be involved and when should they get involved?
- How do you incorporate the VOC results into your product development and marketing plans?
- What are some considerations for conducting VOC in foreign countries?
- What tips can you share for effectively communicating the findings?
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