Blog Category: Customer Insights (VOC)

If your sales force was also a “learning force,” you would have an “early-warning system” to focus your R&D on market needs before competitors. We call this “market scouting.”
b2bgrowth.video/47 Video length [2:13]

These 4 common practices practically ensure confirmation bias and squandered new-product R&D. Escape this trap with quantitative interviews and Market Satisfaction Gaps.
b2bgrowth.video/35 Video length [2:45]

Supplement your customer interviews with tours. Use them to a) gather context for interviews, b) look for improvement ideas, and c) gather economic data for new-product pricing later.
b2bgrowth.video/33 Video length [2:35]

Should you hire a firm to conduct your voice-of-customer interviews, or train your own people to do this? Consider these four factors to find the answer for your business.
b2bgrowth.video/32 Video length [2:34]

Sure, in-person interviews are the gold standard… but “virtual VOC” has surprising advantages. Blend in-person and web-conference interviews to optimize effectiveness and efficiency.
b2bgrowth.video/31 Video length [2:38]

If you want to unleash the full brainpower of B2B customers during a qualitative Discovery interview, introduce them to a trigger method. One such method is the Trends Map.
b2bgrowth.video/30 Video length [2:05]

While the main goal of an interview is customer insight, B2B companies should also pursue customer engagement. Here are 10 ways to boost engagement and shorten your “time-to-money.”
b2bgrowth.video/29 Video length [2:30]

Many B2B companies struggle to convince customers to be interviewed. Here are our four favorite approaches, which have been proven effective all around the world.
b2bgrowth.video/28 Video length [2:32]

Don’t skip Preference interviews, which reveal important, unsatisfied customer outcomes (with high Market Satisfaction Gaps)… the only ones you can get premium pricing to address.
b2bgrowth.video/27 Video length [2:33]

Great B2B interviewing requires new skills, e.g. AIM’s “What and Why” method and economic probing questions. Use these to gain impressive customer insights and engagement.
b2bgrowth.video/26 Video length [2:25]

In most business situations, you don’t want surprises. But you do want to be surprised by customer needs missed by competitors. You need to conduct interviews led by the customer, not you.
b2bgrowth.video/25 Video length [2:20]

B2B interviewing should be very different than B2C. These methods help you eliminate most errors of omission (using divergent interviews) and errors of commission (convergent interviews).
b2bgrowth.video/24 Video length [2:30]

For 5 decades, commercial risk—not technical risk—has been the leading cause of new-product failures. Follow this 11-step path to eliminate most commercial risk in the front end of innovation.
b2bgrowth.video/23 Video length [2:34]

During interviews, customers give you Outcomes, Solutions, or Background. The science of B2B customer insight lets you examine outcomes at 9 increasingly-detailed “magnifications.”
b2bgrowth.video/22 Video length [2:41]