Vocal Insights® 

Fuel innovation by discovering customer needs

Vocal Insights will generate fresh insights and renewed passion for innovation throughout your organization. Based on the principles of Voice of the Customer and ethnographic research, Vocal Insights immerses your development team into the customer's environment, enabling them to create a shared understanding of key customer needs that focuses innovation.

Whether you're in an emerging business or a mature industry where your R&D department thinks they've already tried everything, Vocal Insights can help your team look at your customers and products in a completely new light.

The key idea behind Vocal Insights is that once the innovation team has a deep, empathic understanding of the customer's experiences, perceptions, and needs, they can 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.

Vocal Insights can be applied to strategy, product or service development, and quality and customer satisfaction efforts like Six Sigma and QFD, where understanding the customer's needs is a critical requirement.

Read a case study on Vocal Insights or watch a World Business Review segment featuring members of the Vocal Insights team.

Looking to build your organization's Voice of the Customer capabilities?

We provide comprehensive Vocal Insights training to innovation and Six Sigma teams through our experiential learning process. Contact us for more information.

View how we apply Vocal Insights to developing Innovation Strategy for technology driven businesses  - Innovation Strategy 

The Vocal Insights Process 

Design the research beginning by defining the right set of customers and key learning objectives.

Explore the customer's world  through open-ended inquiry and observations in the customer's home,  workplace, or wherever it makes sense.

Bring back the customer's voice and experiences through digital audios, photography or video.

Transform the raw data into  written and visual images that illustrate the full range of the customer's experience, perceptions, values and needs.

Organize the data using our image mapping process to create a shared mental model of the customer's environment and customer needs.

Generate customer requirements and define the customer's hierarchy of needs at rational and emotional levels.

Immerse the team through field events and workshops where we create image maps of the customer's environment,  generate customer requirements, and create story boards and high impact presentations to share our discoveries.