TEI 241 Flashback: How product managers conduct Voice of the Customer research

Global Product Management Talk is pleased to bring you the next episode of...

The Everyday Innovator with host Chad McAllister, PhD.

The podcast is all about helping people involved in innovation and managing products become more successful, grow their careers, and STANDOUT from their peers.

About the Episode:

During the month of July, 2019, I have been sharing some of the most favorite and valuable discussions from the first 100 interviews. I’ve added one more for the first week of August that is not to be missed. It was originally episode 071.

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This discussion is about Voice of the Customer (VOC). When it comes to VOC experts, there are only a handful of people that match the experience of my guest today, helping hundreds of companies with VOC research and training many more practitioners.

His name is Gerry Katz. He is also the author of several published papers on the topic, a contributor to professional books, guest lecturer at MIT, Harvard, and other top schools.

During the interview, you’ll hear us discuss:

• what VOC is and is not,
• the 4-step approach for using VOC, and
• tips for conducting VOC interviews.