While many VoC interviews fall short because of:
Superficial - interviewers are untrained in listening & probing skills - so only surface information is gleaned.
Little progressive learning - questions are not updated based on knowledge gained in prior interviews.
Lack of Prioritization - No means to target highest-impact outcomes fro many customers "laundry lists" of needs.
However, my current dilemma is in the area of 'Poor Quantification' and Analysis of the results... specifically, I am requesting your help to identify the best measurement tools to gauge whether customer eagerness is high enough to pursue; recommended analysis tools to sort out common themes and direction for use in prioritizing new product development projects.
Your dilemma about 'Poor Quantification' and Analysis of the results is unfounded. In fact, the interviews can be very easily analyzed by tools like NVivo or AtlasTi.
Arun.... Thank you for making me aware of these tools... I wasn't aware of either tool.
Dear Rich,
There are several analytical tools for VoC interviews in the literature. Most of them are based on semi-structured acquisition of customer ideas.
For identification of customer requirements or delights you can use for example:
- Wish
- Brainstorming
- 3-6-5 (brainwriting)
- Laddering
- Critical incident technique
For prioritization of identified ideas you can use for example:
- AHP (or fuzzy AHP)
- Kano model
- Point direct scoring
- Multichoice method
- Ranking
If you are looking for more analytical approaches, you can look at Design for Six Sigma tollbox.
Kind Regards.
Peter
Peter... I appreciate the reply. Since posting my question, I have begun to use DFSS tools.
I have also adopted and implemented Dan Adams New product Blueprinting methodology.
Rich
Rich
DFSS is the label used for just about any systematic attempt to understand those 3 things i.e. Customer desires (the spoken and unspoken Voice of the Customer), Features that fulfill (or conflict with) those desired (Critical To Quality CTQs) and Design specifications for each feature (Target Performance Levels).
I think you need to get into 'Design Thinking' literature as well.
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