Statistically Significant Nonsense

If you don’t believe it, why are you using it?

Almost all customer survey research, probably the research you are using now, assumes that what is important to people can be determined by the formula for standard error – significance testing. Read More

Voice of the Customer: A Whole New World for the Marketing Professional

Voice of the Customer (VoC) offers a whole new world for the Marketing professional because only VoC can identify what really matters to your customers. VoC replaces tests of statistical significance with tests of real world practical or economic significance. This allows the Marketing professional to design and redesign products, services, programs and processes that will actually contribute to improved customer satisfaction and loyalty.

There is no statistical gobbledygook. Only hard science applied to the problem of identifying issues of real and practical importance to your customers.

That’s the new world of VoC. Developing sustainable, practical improvement solutions for business. Your business.

Read More

VoC: Answering Questions Important to Business

Voice of the Customer (VoC) was developed by Yoji Akao in conjunction with Quality Function Deployment (QFD) – a product and service design methodology.  The intent was to embed concrete and clearly specified customer requirements directly into the design specifications of new products – VoC was to identify customer requirements; QFD was to connect them with design specifications. The strategy changed the face of customer research. Read More