Voice of the Customer research describes the in-depth process of capturing a customer's expectations, likes and dislikes.
It is a market research technique that produces a detailed set of wants and needs, organized hierarchically, and then prioritized in terms of relative importance and satisfaction with current alternatives and financial resources. Voice of the Customer studies can consist of both qualitative and quantitative research measures and may be conducted at the start of any new product, process, or service design initiative. Voice of the Customer research is invaluable in gaining a better understanding of the customer’s wants and needs as the basis for new product definition, design and development.
EAC conducts Voice of the Customer studies throughout various realms of the industry, including consumer markets, home health care, hospitals and clinics, reference and physicians’ office laboratories, veterinary sciences and food-chain diagnostic centers.
We utilize such tools as focus group discussions and moderation, telephone and web-based studies and EAC’s multi-client reports, or industry inventories, to ensure a thorough, detailed understanding of the current market, opportunities and future trends.