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Voice of the Customer research (VOC research) can improve the success of new product development efforts by clearly communicating customer requirements.

Voice Of The Customer Research Captures Vital Information

Voice of the Customer research (VOC research) is a term used in business to describe the process of capturing a customer's requirements for a product, service or process. Specifically, the Voice of the Customer research is a marketing research technique that produces a detailed set of customer wants and needs, organized into a hierarchical structure, and then prioritized in terms of relative importance and satisfaction with current alternatives.

Both Qualitative and Quantitative

Voice of the Customer research studies often consist of both qualitative and quantitative research phases. They are often conducted at the start of any new product development process as the key input for new product definition.

Although the concept of Voice of the Customer research may seem straightforward, it is actually quite complex. Surveys, focus groups, and interview processes are not easy to set up in a manner that gathers unbiased data without the assistance of experienced, professional marketing researchers.