A series of heart shaped papers containing the voices of team members who participated in voice of the customer (VoC) research.

What Teams Appreciate About ‘VoC’ Research

How do you establish shared, customer-centric motivation in your teams?

Group IQ is the ability of teams to perform well.  Groups with high emotional intelligence outperform those with high cognitive abilities (Goleman). Harmonious groups try harder and pull together.  Shared motivation provides the ‘pull’ in the same direction.  So how do leaders establish shared, customer-centric teams?

Shared Motivation -> Social Harmony -> Group IQ

One well established method is to undertake ‘voice of the customer‘ (VoC) research. So let’s hear from team members who have participated in a VoC research project: what benefits do they see.

 – benefits of particating in VoC research –
Some Project Context

This team interviewed 70+ different individuals across 5 draft customer persona using a VoC discussion guide informed by secondary research.  Team members cycled on an off the interviewing panel based on their role alignment to the customer persona and other factors. These voices are taken from team participants in the final VoC analysis workshop.

“What did you love / most appreciate about this voice of the customer project?”

With thanks to the ❤ team who kindly agreed to share their lovely voices!

Resources For Teams-based Voice Of The Customer Research


Ready to Gather A Team To Do Voice of the Customer Research?

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About Jane Morgan

With 20 years high-tech marketing & product development experience from Boston to Billund, Berlin to Bangalore, Jane has managed teams and tech products with millions of installs, and millions of revenue (annually). She's researched and developed market strategy for global markets, and established the blueprint for product management in many new teams. As an intrapreneur turned entrepreneur, she changed vowels in 2014 and founded JEM 9 Marketing Consultancy. Today she works with CEOs & business leaders to assist them in understanding and reaching customers. Speaker on market research, technology marketing and product management.