Who this book is for

The audience for this book includes anyone who is interested in developing a better understanding of how customers can help influence product design and product success. Managers at every level as well and executives from every discipline will likely find tips and tools that can be deployed within their organizations to help drive informed product decisions. In particular, product managers, marketers, engineering managers, and business leaders who want to develop successful products and programs for their organizations that will solve a customers unarticulated needs will find this an indispensible reference document for their future VoC initiatives. While much of the book has a B2B orientation, the vast majority of the methods and practices are equally applicable to the B2C market.