Volume 25, Number 6 October/November 2017


Before sinking a fortune into a new product, let the Voice of the Customer help steer development Joe Jackson sang, “You can’t get what you want/till you know what you want.” And getting what you need is another song entirely. But how can you tell what a customer wants, when often they don’t even know it themselves? One effective way is Voice of the Customer (VOC) research, a technique developed in the early 1990s. Gerry Katz, vice chairman of Applied Marketing Science, a market research group that specializes in VOC studies (and who spoke at the 2017 SHOT Show Executive… [Read More]