From voices to product requirements – types

After all the customer research you have done, you will probably have a pretty good idea of what will resonate with your customers, and what will not. However, it is not enough that you know these things in your own head. More importantly, for your organization to use the knowledge you have gathered from your VoC sessions, you will need to find a way to express this wealth of customer understanding so that the organization can consequently make changes to the product roadmap, engineer specifications, and marketing material. To do this, the first thing we must do is to determine customer requirements in a way that is digestible by the rest of the organization.

Customer requirements express what the customer will be able to accomplish, what the product will be able to do, or how the product will be able to satisfy the customer's need to achieve something. Product requirements are not specifications or descriptions of how a product meets customer needs...