voice-of-customer Methods

Cooper, Robert G.; Dreher, Angelika
December 2010
Marketing Management;Dec2010/Jan2011, Vol. 19 Issue 4, p38
The article discusses the effectiveness of market-focused voice-of-customer (VoC) methods in generating game-changing new-product ideas. According to the ideation quadrant diagram, most VoC methods are faring very well among the 18 methods and are receiving solid effectiveness scores from users. It maintains that the ethnographic research has been ranked as number one in terms of its effectiveness in generating new-product ideas because it provides the greatest insights into users' unmet and unarticulated needs, applications and problems. It also mentions that the major advantages of in-depth customer visits are the ability to identify customer problems and unspoken needs.


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