When voice of the customer studies make sense
In order to better understand customers, there needs to be a clear read on what they are thinking to effectively address their preferences and desires. Voice of the customer research is less a specific type of study than it is an approach to research.
How voice of the customer studies work
The emphasis is on the customer and what he or she thinks of your brand, your products, your customer service, your advertising and/or anything else that may be relevant. The trick here is to design studies and measurement instruments that reflect the voice of the customer, not the voice of the researcher or the sponsoring business. To get to the true voice of the customer, you need someone with the experience and know-how to hear that voice in the midst of the crowd.