The document discusses Voice of the Customer (VOC) research. VOC is the study of customer needs through qualitative and quantitative research methods, rather than simply asking customers for product ideas. It helps companies understand their customers and build innovations based on customer insights. Applied Marketing Science is an expert in conducting VOC research across many industries to help companies hear the Voice of the Customer and develop new products and services. They offer flexible and creative research services to engage customers and provide actionable findings to drive innovation.

1. ”
“The
scientist
is not a
person
who gives
the right
answers,
he’s one
who asks
the right
questions.
VOICE OF THE CUSTOMER
Experience shows that customers can’t tell businesses what they want.
If businesses expect customers to design their next product, they will be
disappointed. To innovate, companies must stop asking customers for the
answers, and start asking the right questions. This is the purpose of VOICE
OF THE CUSTOMER (VOC) research.
VOC is the study of customer needs. VOC is not merely a synonym for
customer feedback, but a disciplined approach to understanding who
customers are, the benefits they seek and the context in which they seek
them. It relies on a broad toolbox of qualitative and quantitative customer
research, including in-depth interviewing, customer visits, ethnography,
social-media mining and surveys.
VOC research is versatile, with applications not only in product
development, but in customer experience design, customer satisfaction
measurement and even employee engagement.
At Applied Marketing Science (AMS), VOC is in our DNA. For more than 25
years, we have helped leading companies hear the Voice of the Customer
and build a solid innovation foundation around it. We support clients in
categories as diverse as:
„„Medical products like defibrillators, infusion pumps and hemodialysis units
„„Industrial products like valves, ball bearings, excavators and helicopters
„„Services like online retailing, wireless services and insurance
„„Consumer durables like home water-filtration systems and refrigerators
Whether you are starting your first VOC initiative or are a seasoned VOC
practitioner, our team can support you every step of the way.
„„We are flexible. We choose an approach that is right for our client, not
simply right for us.
„„We are creative. We are adept at engaging hard-to-find customers in
narrowly-defined industries.
„„We are hands-on. Our own highly trained staΩ invests heavily in learning
our client’s business, and we conduct most research in-house.
„„We are action-oriented. Our findings inspire clients with ideas for
innovation, and do not simply regurgitate data.
Start asking customers the right questions. Contact us today.
Claude Lévi-Strauss,
Anthropologist
303 WYMAN STREET
WALTHAM, MA 02451
(781) 250.6300 p
(781) 684.0075 f
www.ams-inc.com
info@ams-inc.com