Chapter 4. Gathering the Customer Needs for Your Product

	"You can observe a lot just by watching."
	--Yogi Berra

In the previous chapter, we outlined the various tools and processes one should undertake before embarking on a Voice of the Customer (VoC) journey. In this chapter, we will focus on the various additional strategies and tools available to the marketer to do effective VoC. While I find that there are certain tools I would not do a VoC without, I am presenting a variety of VoC tools in this chapter to allow the reader to decide which method(s) would work best for his or her particular situation. I recommend that you consider using multiple tools to conduct your research, as often differing tools give differing views of the customer. As Abbie Griffin, an NPD practitioner who also did early VoC research, has stated in the past, "the best do not succeed by using just one NPD practice more extensively or better, but by using a number of them...