Voice of the Customer Research: Fact vs Fiction

Although today the phrase Voice of the Customer refers to almost any market research, the real term, Voice of the Customer, refers to a scientific, proven, and repeatable research methodology that has helped hundreds of companies develop successful new products, services, and distinctive customer experiences.

Join Applied Marketing Science Principal, John Burns, for a discussion of the real Voice of the Customer, why the method works, and examples of real-world applications. In this presentation, you will learn:

  • Why Voice of the Customer matters today more than ever
  • What the real Voice of the Customer research method involves and why it works
  • How to distinguish real Voice of the Customer from other kinds of market research
  • Examples of Voice of the Customer in practice
AMS Presenter: John Burns
Time: 0:27:53