Blog Category: Customer Insights (VOC)

The Voice of the Customer: A Primer for Everyone

Child walking to school - Primer for the voice of the customer

“The Voice of the Customer”, an article by Abbie Griffin and John Hauser from 1993, joined the parallel worlds of academic market research with the practical discipline of new product development. As such, “The Voice of the Customer” built upon the leading framework at the time for building new products, QFD. (“QFD”, or “Quality Function ... Read More