Customer visit interviews

I've always felt that the heart of a good VoC is driven by face-to-face customer interviews. As we discussed earlier, these interviews can take the form of open-ended interviews that help a marketer define the needs of a next-generation product, or they can be a more structured interview that will help derive which specific functions and features need to go into a product. A feedback or user- experience interview where the customer can provide insight into product usability can also be used to help define the best launch strategies to deploy. Customer interviews are ranked very high (along with ethnography) in terms of their effectiveness, as shown in the Cooper and Dreher research, and are ranked number one in terms of popularity versus the other VoC research methods.

With this method, the product development teams visits current customers/users as well as potential customers/users to get a total view of the product requirement. In-depth interviews are conducted...