Product Mastery Now for Product Managers, Leaders, and Innovators 545: A product management case study on unlocking customer insights – with Kristyn Corrigan
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Jun 16, 2025 Kristyn Corrigan, Principal at Applied Marketing Science and PDMA Board member, dives into the transformative power of Voice of the Customer (VOC) research. She explains how many product managers rely on assumptions rather than real insights, urging a shift in approach. The discussion reveals effective methodologies for gathering customer insights, like qualitative interviews and AI analysis. Kristyn shares practical advice on engaging customers through active listening, and highlights how these insights can unlock innovation and enhance product development.
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Assumptions vs Real Customer Needs
- Most product managers build products based on assumptions, not real customer insights.
- Formal Voice of the Customer (VOC) research reveals actual customer needs and guides innovation.
Qualitative Interviews Start VOC
- VOC research starts with qualitative, in-depth interviews to capture customer motivations and pain points.
- Diverse sample segments enrich understanding by including various member types and career stages.
Multiple Roles Creates Self-Classification Challenge
- Chad McAllister struggled to classify himself because his career spanned academic, practitioner, and service provider roles.
- This illustrates the complex overlap often seen in professional product managers' roles.