Voice of the Customer: Insight Through Listening


Niche
Products

Consumer
Durables

Financial
Services

Special
Skills
Recruiting

Software

Industrial Products

It is always good to understand what customers want.

Many companies that make specialized products or deliver specialized services can benefit from a special approach to market research - the focus and control of ethnographic study - to develop their sense of the customer.

Ethnographic research utilizes better qualified / smaller samples to deliver more representative customer panels and
focused, give-and-take interviews that mean better communication.

Together, these elements produce results that are more reliable, more tailored, more textured, more action oriented.

A conversation with the right balance of leeway and control permits the identification of common themes and areas of difference, and a sense of what customers need, that can inform product development, packaging pricing and promotion.

Intelligent data extraction and coding can produce highly reliable metrics on proportionality of key attitudes, market penetration, market share, market size and opportunity size.

Capturing participants' descriptions and explanations in their own words allows

  • for a richly textured picture of real end-users
  • similarities and differences to emerge
  • an archive of information that can be extended, mined, and repurposed as needed.