AIM Archives - Tag: quantitative interviews

What is THE most important VOC (voice of customer) skill to master?

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We researched this question with a survey of 300+ B2B professionals, examining these VOC skills: 1) Secure interviews, 2) Proper interviews, 3) Impress customers, 4) Uncover all needs, 5) Probe for meaning, 6) Probe for value, 7) Quantitative VOC, 8) Virtual VOC, 9) VOC debriefing, 10) Prioritize needs, 11) Segment market, and 12) Business case.

Can you guess which skill most differentiated the winners and losers in terms of new product development success? It was #10, Prioritize customer needs. The #2 skill wasn’t even close. So if you’re not conducting quantitative interviews to prioritize customer needs with confidence, you’ve got some serious “upside” to pursue.   See 2-minute video, Quantitative interviews are a must.

More in white paper, Market Satisfaction Gaps.

Should new-product innovators stop showing customers a prototype?

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If you conduct the right kind of B2B quantitative interviews, you don’t need to show customers a prototype to see if they’ll like it. You’ll already know what they want if you use the methods in this 2-minute video: Benchmark Competing Alternatives. However… prototypes can still be helpful to a) further engage customers, b) understand the value your new product delivers, and c) make refinements. But if you’re serving a B2B market, you can stop lobbing prototypes to understand what customers want.

More in article, Predict the customer’s experience with modeling