Bias in Voice of the Customer: Time to set your Hypothesis aside Reduce Bias in Voice of the Customer: Let’s Give your Hypothesis the “Silent Treatment”
The AIM Institute > Blog > Reduce Bias in Voice of the Customer: Let’s Give your Hypothesis the “Silent Treatment”

Reduce Bias in Voice of the Customer: Let’s Give your Hypothesis the “Silent Treatment”

Dan Adams |
Give Your Hypothesis the Silent Treatment

 

What is “bias in voice of the customer?” Well, consider this: in many areas of life, there’s the “old way” and the “new way.” Same with product development. Does your company still develop “hypotheses” in internal ideation sessions, and then meet with customers to validate them? If so, are your sales reps still wearing fedoras? Just kidding… but let’s consider why this is more than a style issue. Voice of the Customer biases can cause real problems later. To understand how powerful some of these forces are, consider this scenario.

Voice of the Customer bias may have been OK once. When fedoras were worn
Voice of the Customer bias may have been OK once. When fedoras were worn.

You’ve just had your performance review with your boss. He said positive things about your work in 7 areas, but had some criticism—sorry, make that “opportunities for improvement” in 3 areas. Did you spend much time challenging him on the 7 favorable areas? Why not? Well, because your boss got that part right, of course.

This is called confirmation bias, defined by Wikipedia as the “tendency for people to favor information that confirms their preconceptions or hypotheses regardless of whether the information is true.” We all do it, and rarely notice. But any form of bias should concern us. By definition, bias prevents unprejudiced consideration and promotes systematic distortion of data. Now that can’t be very helpful, can it? We’re particular concerned about how any of these could create bias in voice of the customer conclusions: Let’s explore further.

The best way to address confirmation bias is with voice of the customer training. Click here to learn more. 

Confirmation Bias in Voice of the Customer

If you experience confirmation bias trying on a new pair of jeans, I’m thinking we can all live with the consequences. But consider the new products your company develops for customers—the lifeblood of its future existence. What if you’re preventing unprejudiced consideration here? What if your company is systematically distorting data on customer needs?

This is precisely what your company is doing if it develops products the “old way.” Your organization is in good company. Most suppliers have a stage-and-gate process… which can bring a helpful level of discipline. Many of these processes start with an “idea generation” stage… perhaps accompanied by a light bulb picture.

bias in voice of the customer - comes from prior beliefs
Our prior beliefs seed our bias in voice of the customer projects.

Try asking these companies, “So, whose idea is being generated… yours, or the customers?” The answer is nearly always, “Ours.” When AIM begins working with new clients, virtually all of them—regardless of industry or region of the world—say they focus on their own solutions before they fully understand customer needs. Further, when asked—OK, nudged at bit—they admit their best understanding of market needs comes when they launch their product and see if anyone buys it.

Your new product development process should start where it ends: with the customer

This is a problem. Your new product development process should start where it ends: with the customer. When you take your “pride and joy” hypothesis to customers and ask for their opinion, two very bad things happen: 1) They tell you what you want to hear. 2) You hear what you want to hear.

“Oh, no,” you say. “We’re careful to avoid confirmation bias.” Really? How long have you had that fedora? It fits nicely. My suggestion: Start believing your “hypothesis validation” data when you begin challenging your boss’s compliments during performance reviews.

We CAN learn how to address our biases. Click here to learn about how our training programs can help. 

The Silent Treatment

So what’s the “new way”? Just accept bias in voice of the customer as a fact of life? Or, alternatively, throw out any ideas you have for customers? Ignore that promising new technology quivering on your lab bench? Treat your new product concepts as evil thoughts to be purged?

Nope. I love it when our clients have cool technology and clever ideas. But don’t tell customers about your ideas during interviews. From the customer’s perspective, a Discovery (qualitative) interview should look exactly the same whether or not you’ve got a great hypothesis. Give your hypothesis the silent treatment for now. Just listen to the customer.

What happens during interviews using this new approach? The customer senses you are more interested in their needs than your ideas… and gives you many “outcomes” or desired end-results. During the interview, you might notice these outcomes are a perfect match with that hypothesis you’ve been suppressing in your prefrontal cerebral cortex… or perhaps not.

bias in voice of the customer: customers often speak in terms of their solutions
Customers often speak in terms of solutions, rather than problems. Bias in voice of the customer reduces our ability to listen and probe… getting to the actual root problem.

If you have a great outcome-to-solution match, you’ve got unbiased confirmation you’re on the right track. But play it cool; you can do a victory dance in the parking lot later. If the customer is asking for different outcomes than your solution delivers, you must look for a different solution. Take heart: You probably saved your company a fortune in otherwise-squandered R&D. The key is to resolve to not allow bias in voice of the customer to take root. Keep focused on the customer outcomes; and this is easier than you might think.

 

Five “New Way” Benefits – getting beyond bias in voice of the customer

Beyond the obvious advantage of validating your hypotheses without distortion… there are five additional benefits to the “new way.”

  1. Add to design: You may hear new outcomes you were unaware of… which you could add to your design, making your offering even better.
  2. Eliminate costs: You could learn which outcomes customers do not need, letting you remove unneeded costs from your solution.
  3. Learn why: Through in-depth probing and tours, you could understand why customers want key outcomes… helping you set proper pricing.
  4. Engage: You’ll impress large B2B accounts with your interest in their ideas-engaging and priming them to buy your product later.
  5. Speed: You don’t need to wait to create hypotheses. Just approach an attractive market and let them lead you to “the good stuff.”

Considering the “Fast Follower” strategy? This is a failed approach, especially made worse due to our biases. Click here to learn more. 

Have you noticed we didn’t debate the virtues of “technology-push” vs. “market-pull”? That’s because you don’t have to choose. You should develop great technology AND understand customer needs. Just be mindful of how you do both. When you’re in your labs… talk about your technology. When you’re with the customer… talk about their needs. Remember where you are at all times, and you’ll do just fine.

Bias in Voice of the Customer…. where to start…

If you currently follow the “hypothesize and validate” model, we have some advice that requires no consulting engagement or benchmarking study: Stop it.

But what do you start doing instead? Start by learning the “new way” of uncovering customer needs in B2B markets. For that, please consider spending 10-15 minutes on this short e-book: Reinventing VOC for B2B. If you’d like to discuss any of this further, feel free to contact us—we never wear a fedora!

Click here to learn more about AIM’s Voice of the Customer Training

Categories:
Comments

Leave a Reply

Your email address will not be published. Required fields are marked *

    326. Добро пожаловать в Анлим Казино,
      мир азартных игр и возможности для побед сливаются в идеальную комбинацию.

      Здесь игроки могут выбрать игры на
      любой вкус, включая игровые автоматы,
      карточные игры, а также принять
      участие в акциях и выиграть большие бонусы.
      Независимо от уровня опыта, мы предложим лучший игровой опыт.

      Анлим Казино предоставляет высококачественные услуги и огромные
      возможности для выигрыша.
      Присоединяйтесь к игрокам, которые уже выигрывают, и получите шанс на большие деньги.
      Вас ждут бонусы и уникальные
      предложения для увеличения ваших
      шансов на успех.

      Что делает нас особенными?

      Моментальная регистрация
      — начните играть в пару кликов.

      Увлекательные бонусы для новичков — больший шанс
      на успешный старт.

      Регулярные турниры и акции — для тех,
      кто хочет увеличить свои шансы на выигрыш и получить дополнительные призы.

      Поддержка 24/7 — всегда готовы
      помочь по любым вопросам.

      Поддержка мобильных устройств
      — играйте в любимые игры в любое время и в любом месте.

      Не упустите шанс Присоединяйтесь к
      Анлим Казино и начните выигрывать
      прямо сейчас. https://unlim-casinoodyssey.site/

      Reply

    327. Добро пожаловать в Анлим Казино, мир азартных игр и возможности для побед сливаются в идеальную комбинацию.

      Здесь игроки могут выбрать игры на любой вкус, включая игровые автоматы, карточные игры, а также
      принять участие в акциях и выиграть
      большие бонусы. Независимо от уровня
      опыта, мы предложим лучший игровой опыт.

      Анлим Казино предоставляет высококачественные услуги
      и огромные возможности
      для выигрыша. Присоединяйтесь
      к игрокам, которые уже выигрывают, и получите шанс на большие деньги.

      Вас ждут бонусы и уникальные
      предложения для увеличения ваших шансов на успех.

      Что делает нас особенными?

      Моментальная регистрация — начните играть в пару кликов.

      Увлекательные бонусы для новичков — больший шанс на успешный
      старт.

      Регулярные турниры и акции — для тех,
      кто хочет увеличить свои шансы на выигрыш и получить дополнительные призы.

      Поддержка 24/7 — всегда готовы помочь
      по любым вопросам.

      Поддержка мобильных устройств — играйте в любимые игры в любое время и в
      любом месте.

      Не упустите шанс Присоединяйтесь к
      Анлим Казино и начните выигрывать прямо сейчас. https://unlim-casinoodyssey.site/

      Reply

    356. Hello, I think your site might be having browser compatibility
      issues. When I look at your website in Chrome, it looks fine but
      when opening in Internet Explorer, it has
      some overlapping. I just wanted to give you a quick heads up!
      Other then that, wonderful blog!

      my web blog what is purdentix

      Reply

    494. Today, I went to the beach with my kids. I found a sea shell and gave
      it to my 4 year old daughter and said “You can hear the ocean if you put this to your ear.” She put the shell to
      her ear and screamed. There was a hermit crab inside and it
      pinched her ear. She never wants to go back! LoL I
      know this is completely off topic but I had to tell someone!

      Reply

    501. Appreciating the dedication you put into your site
      and in depth information you provide. It’s awesome to come
      across a blog every once in a while that isn’t the
      same out of date rehashed information. Excellent read!
      I’ve saved your site and I’m adding your RSS feeds to my Google account.

      Reply

    531. Unquestionably believe that which you stated. Your favourite justification appeared to be on the
      net the simplest factor to consider of. I say to you,
      I definitely get annoyed at the same time as other people
      think about concerns that they plainly do not
      realize about. You controlled to hit the nail upon the highest and also defined
      out the whole thing with no need side effect ,
      other people could take a signal. Will probably be again to get more.

      Thanks

      Reply

    584. Howdy, There’s no doubt that your blog might be having internet browser
      compatibility issues. When I look at your website in Safari, it looks fine however, when opening in IE, it’s got some
      overlapping issues. I simply wanted to give you a quick heads up!
      Apart from that, great blog!

      Reply

    616. I do not know if it’s just me or if everyone else
      experiencing issues with your site. It appears like some of the text on your posts are running off
      the screen. Can somebody else please comment
      and let me know if this is happening to them too?
      This could be a issue with my web browser
      because I’ve had this happen previously. Cheers

      Reply

    625. My brother recommended I might like this web site.
      He was totally right. This put up truly made my day.
      You cann’t consider simply how much time I had spent for this info!
      Thank you!

      Reply

    627. The other day, while I was at work, my sister stole my apple ipad and tested to see if it can survive
      a thirty foot drop, just so she can be a youtube sensation. My
      iPad is now destroyed and she has 83 views. I know this is totally off topic but I had to share it with
      someone!

      Reply

    628. Have you ever thought about including a little bit more than just your articles?
      I mean, what you say is important and all.
      But think about if you added some great graphics or
      videos to give your posts more, “pop”! Your content is excellent but with images and video
      clips, this website could definitely be one of the
      best in its field. Terrific blog!

      Reply

    630. Can I simply just say what a comfort to uncover an individual who actually understands what they are talking about on the web.
      You definitely understand how to bring a problem to light and
      make it important. More people ought to read this and understand this side
      of the story. I can’t believe you are not more
      popular since you certainly have the gift.

      Reply

    635. And then finally, graduation day arrived, giving your grown son or daughter the chance to embark on a new adventure and forge a brand new path — a path that led right back to your home.

      Reply

    638. Откройте для себя Unlim Casino — платформа, где азарт
      и выигрыш соединяются с комфортом.
      Здесь любители азартных игр могут получать удовольствие от широкого
      выбора игр, включая слоты, карточные игры, а также участвовать
      в турнирах и выигрывать призы.
      Унлим казино Анлим Неважно, новичок
      вы или опытный игрок, мы предложим вам все для максимального игрового опыта.

      Наше казино предоставляет не только
      высококачественный сервис, но
      и множество способов выигрыша.
      Присоединяйтесь к многим довольным игрокам, которые уже наслаждаются наших игр и турниров.
      Вы сможете выигрывать большие деньги благодаря щедрым
      бонусам и постоянным турнирам.

      Что отличает нас среди других казино?

      Мгновенная регистрация — всего несколько
      шагов, и вы готовы начать играть.

      Великолепные бонусы для новых игроков — стартуйте с большим
      шансом на успех.

      Частые турниры и акции — для тех, кто хочет
      увеличить шансы на выигрыш и получать дополнительные призы.

      Поддержка 24/7 — всегда готовы помочь в
      решении любых вопросов.

      Полная совместимость — играйте в любимые игры в
      любое время и в любом месте.

      Не упустите шанс Присоединяйтесь
      к Unlim Casino и начните получать массу эмоций и большие выигрыши прямо сейчас. https://unlim-casinodynasty.wiki/

      Reply

    639. Откройте для себя Unlim Casino — платформа, где азарт
      и выигрыш соединяются с комфортом.
      Здесь любители азартных игр могут получать удовольствие от широкого
      выбора игр, включая слоты, карточные игры, а также участвовать в турнирах и выигрывать призы.
      Унлим казино Анлим Неважно, новичок вы
      или опытный игрок, мы предложим вам все для
      максимального игрового опыта.

      Наше казино предоставляет не только высококачественный сервис,
      но и множество способов выигрыша.

      Присоединяйтесь к многим довольным игрокам, которые уже
      наслаждаются наших игр и турниров.
      Вы сможете выигрывать большие деньги благодаря щедрым бонусам и постоянным турнирам.

      Что отличает нас среди других казино?

      Мгновенная регистрация — всего несколько шагов, и вы готовы начать играть.

      Великолепные бонусы для новых игроков — стартуйте с большим шансом
      на успех.

      Частые турниры и акции — для тех, кто хочет увеличить шансы на выигрыш и получать дополнительные
      призы.

      Поддержка 24/7 — всегда готовы помочь в
      решении любых вопросов.

      Полная совместимость — играйте в любимые игры в любое время и в любом месте.

      Не упустите шанс Присоединяйтесь к Unlim
      Casino и начните получать массу эмоций и
      большие выигрыши прямо сейчас. https://unlim-casinodynasty.wiki/

      Reply

    642. The organisation focused on ‘emancipation from drudgery’ by extending the advantages of electrification to middle class and working class houses and to interact women’s expertise within the design of electric appliances and mannequin homes.

      Reply

    643. I know this web page gives quality dependent posts and additional stuff, is there any other site which presents these
      things in quality?

      Reply

    645. I am really impressed together with your writing abilities and also with
      the layout to your blog. Is this a paid theme or did you modify it
      your self? Either way stay up the nice quality writing, it’s
      rare to look a great weblog like this one these days..

      Reply

    646. Just desire to say your article is as amazing. The clarity in your post is simply excellent and
      i can assume you’re an expert on this subject. Well with your permission allow me to grab
      your feed to keep up to date with forthcoming post. Thanks
      a million and please carry on the gratifying work.

      Reply

    647. Hi there, just became alert to your blog through Google, and found that it’s truly informative.

      I’m gonna watch out for brussels. I will appreciate if you continue this in future.
      Lots of people will be benefited from your writing. Cheers!

      Reply

    650. Woah! I’m really loving the template/theme of this site.
      It’s simple, yet effective. A lot of times it’s challenging to
      get that “perfect balance” between usability and visual appeal.
      I must say that you’ve done a excellent job with this.
      Additionally, the blog loads very fast for me on Chrome.
      Superb Blog!

      Reply

    652. I do consider all of the concepts you’ve introduced to your post.
      They’re really convincing and will definitely work.
      Nonetheless, the posts are too short for novices. Could you
      please prolong them a little from subsequent time? Thanks for
      the post.

      Reply

    657. British researchers Richard G. Wilkinson and Kate Pickett have found increased rates of well being and social problems (obesity, psychological sickness, homicides, teenage births, incarceration, youngster battle, drug use) in nations and states with higher inequality.

      Reply

    662. Buying a home means you enjoy much greater flexibility when it comes to activities like sprucing and upgrading, whereas people who rent often don’t have the option to customize and can sometimes lose their security deposits for even small alterations to their apartments.

      Reply

    672. Car Loans There are several places to look for car loans. Below are some online resources where you can find lenders in that offer auto financing. Car Loans: RBCRoyalBank.comThe RBC Royal Bank website in off [read more..]

      Reply

    689. As the necessity for affordable, nicely-made and power-efficient housing will increase by way of difficult economic occasions, and as families be taught extra in regards to the toxins within the very supplies that encompass them at home, some eco-aware builders are shopping for in bulk and buying green to keep costs down and fill a market need.

      Reply

    693. Whereas the commentary of objects in house, referred to as astronomy, predates dependable recorded historical past, it was the event of massive and comparatively environment friendly rockets throughout the mid-twentieth century that allowed physical extraterrestrial exploration to develop into a actuality.

      Reply
preload imagepreload image