Hearing the “Voice of the Customer” – Market Research to Uncover Customer Needs

This year one of our clients asked us to help them formulate a customer research program to hear the ”voice of the customer.”  After joint discussions to frame the objectives, we developed a structured program of 30 consumer focus groups for the year with customers and non-customers, covering seven (7) topics, including some of their products.  The purpose of the research was to understand the key needs and wants of consumers, learn how they make purchasing decisions, and measure customer satisfaction and loyalty with the organization’s products.  Our client (and ourselves) learned a great deal about their customers, as well as similar consumers using other competitors’ services.   They’re using this market intelligence to re-design their product line to address customer needs and deepen market share.  This same type of market research can be used by other companies to help increase sales with existing and new customers.