Blog Category: Customer Insights (VOC)

Got cool technology? Great. Just test it silently with customers.

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Avoid “technology push.” But should you just leave your technology quivering on the lab bench? Hardly. Conduct customer interviews without mentioning your technology. If customer outcomes match your technology… wonderful! Otherwise, look for different technology (for this market), or look for another market (for this technology).

More in 2-minute video at 21. Give your hypotheses the silent treatment

Validating hypotheses with customers may have been OK once. When fedoras were worn.

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In many areas of life, there’s the “old way” and the “new way.” Does your company still develop “hypotheses” internally, and then meet with customers to validate them? This can lead to confirmation bias for you and stifled yawns for your customers. In the “new way,” you start by uncovering customer needs, not by internally “ideating” your solutions.

More in e-book, Reinventing VOC for B2B

Sales call preparation: Do it faster & better with AI

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The research on B2B sales call preparation isn’t encouraging: 75% of B2B executive buyers say salespeople are not knowledgeable about their business and do not understand the issues they face.1 Unsurprisingly, only one in four salespeople get agreement from these buyers to meet again.2 Let’s see how the clever use of AI can change this. ... Read More

Can customers help you create a new-to-the-world product? Sure. If you know how to ask.

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Could customers help with a product as radical as iTunes or iPod? They’d probably be hopeless on solutions… but helpful on outcomes: access a broad range of music, instantly purchase music, transport music anywhere, purchase single tunes, store music on multiple devices, etc. These would be great insights for any solution-provider.

More in 2-minute video at 18. Avoid the ‘Faster Horse’ Fallacy

Will customers tell you what they want? That depends on how you ask.

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Think of a great radio interview. Did the host say, “I have 10 questions about your book”? Or did he listen carefully, asking wonderful questions? Did these questions cause the guest to think deeply? Did the guest enjoy the stimulating exchange, even thanking the host? This is how you learn what competitors miss. Check out our What-Why-Clarify probing method that’s part of Everyday VOC training.

More in white paper, Everyday VOC

Expect more out of your interview with a hydraulic hose buyer than with a garden hose buyer.

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You can have an intelligent, peer-to-peer conversation about pressure ratings, fluid specifications, etc. And expect greater B2B interest vs. B2C, since your innovations can help the hydraulics engineer become a hero with his next new product. Without innovative suppliers like you, his path to recognition is a difficult one. The more you understand B2B vs. B2C, the more you can “take advantage of your B2B advantages.”

More in white paper, B2B vs. B2C

Moderating Focus Groups with Jobs-to-be-Done

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Let’s learn to moderate focus groups with jobs-to-be-done. Focus groups are a cornerstone of market research, providing valuable insights into consumer behaviors, preferences, and perceptions. Jobs-to-be-done is our primary methodology to understand customer behavior and decision-making. It’s natural to consider the interplay of moderation skills, the special context of the focus group, and the mental ... Read More

If you like sub-optimizing, you’ll love using traditional voice-of-customer methods.

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B2B companies have huge advantages over B2C, but they may not be obvious. After all, didn’t the same fellow who bought a rail car of soda ash also buy a can of soda pop? Nope. He changed… a lot. B2B customers are more technically savvy, objective, supplier-dependent, and can predict their needs. Careful reflection of these differences leads to different approaches.

More in 2-minute video at 15. Put your B2B advantages to work

Be clear on what you own and what your customers own.

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Customers own “outcome” space. You own “solution” space. Don’t let them into your space… unless you want to become a contract manufacturer. Instead, enter their space to understand desired outcomes better than competitors. This lets you deliver unique value in your solutions, which is handsomely rewarded though premium pricing. The best way to do this? Use qualitative and quantitative interviews.

More in the video, Reinventing VOC for B2B