After taking this course you’ll…

• Clearly understand what research is and what it’s not, and how to leverage this understanding to ask better questions.
• Evaluate how voice of customer fits into a marketing initiative, and why.
• Develop a roadmap to understand your customer through specific VoC research methods, to understand users and their perceptions, user motivations, user behavior, and user fears, uncertainties, and doubts.
• Develop a clear understanding and process for translating the data into insights and an implementation and testing plan

Getting to the why to change behavior and perceptions

Voice of customer data is key to getting at the ‘why’ behind what is happening with the brand and products and all the marketing efforts used to change behavior and perceptions. Without it, established brands can’t adapt to changing landscapes of customer attitudes and market forces. Kodak, Nokia, The US record industry all learned this the hard way. Then again, you can’t just listen to what people say and expect miracles.

This course teaches a framework to efficiently collect data on users perceptions, behaviors, motivations, and anxieties in a way to put insights into action. You’ll be able to come out with a clear understanding of the theory, process, and implications of a proper voice of customer research program.

Learn from tried and practiced processes with dozens of companies across size, vertical, and industry. E.g., a Proctor & Gamble D2C brand, multiple mattresses brands, short term loans, gambling sites, online education platforms, nutrition supplement companies, and a ton of beauty and cosmetic brands.