Vocal Insights Innovare's Voice of the Customer

The essence of innovation is to provide solutions that address customer needs better than anyone else. Voice of the customer helps you identify and truly understand the problems and needs in the customer's world. So you can focus your organization towards developing winning solutions.

Vocal Insights is a team oriented customer research process to guide developing new products, services, and experiences that excites your customers. It gets below the surface of the customer's language, explores their motivations, perceptions, and experiences and uncovers their spoken and unspoken needs.

Based on the principles of Voice of the Customer and ethnographic research, Vocal Insights combines in-field, on-site observations with in-depth interviews. We draw customers out to reflect on their experiences, tell stories, and provide descriptions and examples of what excites them and what challenges they face. All within context of their daily business or personal lives.

We process the research data into an organized framework that clearly identifies the customer's perceptions, values and contextual needs. We establish a clear prioritization of customer needs defined as contextual outcomes - within context of the problems that they are facing. The needs as contextual outcome approach clearly frames the problem statements for the innovation team. The problem statements become our targets for innovation.

Voice of the Customer Training

We provide comprehensive Vocal Insights training to innovation and Six Sigma teams through our experiential learning process. Visit our VOC training page.

Align the Team and Accelerate Innovation

Here is what happens when you use Vocal Insights:

Our approach generate fresh customer need insights and instills passion for customer- centered innovation throughout your organization.
We immerse your innovation team and stakeholders into the customer's environment, enabling them to create a shared understanding of key customer needs. That process provides focus on the problems to be solved and where to apply the team's creativity and innovation expertise.
No more endless debates or second guessing. With the team and broader organization aligned on the customer need problem statements the innovation process is faster, more efficient, and much more effective.

Whether you're in an emerging business or a mature industry, Vocal Insights can help your team look at your customers in a completely new light. Once the innovation team has a deep understanding of customer needs, they create better new products and services. And the best way for the team to get that understanding is through comprehensive Voice of the Customer approaches.

Innovare and Vocal Insights are registered trademarks

of Innovare, Inc.