Chapter 4. Gathering the Customer Needs for Your Product


"You can observe a lot just by watching."

 --Yogi Berra

In the previous chapter, we outlined the various tools and processes one should undertake before embarking on a Voice of the Customer (VoC) journey. In this chapter, we will focus on the various additional strategies and tools available to the marketer to do effective VoC. While I find that there are certain tools I would not do a VoC without, I am presenting a variety of VoC tools in this chapter to allow the reader to decide which method(s) would work best for his or her particular situation. I recommend that you consider using multiple tools to conduct your research, as often differing tools give differing views of the customer. ...

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