Blog

The Real Voice of the Customer: Don't Be Deceived

In my work conducting innovation training programs and product innovation consulting, I’m sometimes told, “We’ve done Voice o... read more →

Three Journey Mapping Trends You Can't Ignore

By Kristyn Corrigan There’s no doubt that customer journey maps are a powerful tool for visualizing and digging deeper into t... read more →

An Innovation Horror Story for Halloween

It’s late October, and with it comes the ghosts, witches, vampires, zombies, and other scary characters that put the horror i... read more →

Spotlight Series: Meet Kristyn Corrigan

Tell us about your market research background.  My interest in market research and consumer behavior began during my undergra... read more →

4 Tips for Conducting Voice of the Customer Interviews

By Andrea Ruttenberg, Ph.D. The goal of a Voice of the Customer interview is to understand your customers’ (or potential cust... read more →

Does Your Company Need a Voice of the Customer Survey?

By Andrea Ruttenberg, Ph.D. A typical Voice of the Customer project takes time (typically 2-4 months), and it can be tempting... read more →

Behind the Name: Defining Voice of the Customer

Everyone seems to use the term Voice of the Customer these days. But what do they mean when they say Voice of the Customer? T... read more →

Choosing the Right Partner for Medical Device Market Research

By John Mitchell The medical device market is among the most complex in the world. Products take a long time to bring to mark... read more →

Advertising Claims: Your Brand's Elevator Pitch

Claims are the elevator pitch for your product or brand. They tout unique product benefits succinctly and convincingly. As an... read more →

Technology Is Changing Ethnography. Are You Changing Too?

Ethnographies traditionally involve watching people live and in-person as they use your product or service. Locations can var... read more →

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