Establishing a Voice of the Customer (VoC) Program (ft. Shipra Kayan)
The Yzzi Research Podcast
Voc
VOC is a very similar kind of process in that you are taking all this customer input and trying to synthesize it. What comes out of a VOC program is 80% of the time,. issues with your current product, little model issues with your Current Product. Whereas design research is really looking at strategic new ideas.
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