Product Mastery Now for Product Managers, Leaders, and Innovators 477: Three-step VOC system – with Andrea Ruttenberg, PhD
Feb 19, 2024
Learn about the three-step VOC system for market research with Andrea Ruttenberg, PhD. Understand the importance of identifying customer needs through qualitative interviews and solving real problems for customers. Discover the value of transitioning from qualitative insights to quantitative surveys to uncover unique perspectives and unmet needs.
Chapters
Transcript
Episode notes
1 2 3 4 5
Introduction
00:00 • 4min
Uncovering Customer Needs Through Voice of the Customer Process
04:09 • 22min
Understanding Customer Needs Through Surveys
26:04 • 5min
Evaluating Risk, Voice of the Customer Approach, and Solving Good Problems
31:04 • 2min
Importance of Understanding Customer Problems in Product Development
32:48 • 2min