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

The Move to Voice of the Customer

Increasing numbers of organizations are abandoning traditional customer survey research in favour of Voice of the Customer (VoC).  Moves by Toyota, Ford, Hewlett-Packard and Toshiba to VoC has driven some of this trend, but there are other interesting factors at work as well.

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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

VoC: Supporting the Customer Driven Organization

Interested in customer research that actually makes a difference? Voice of the Customer (VoC)  is a research methodology designed to support customer driven change — where hard evidence is used to drive improvement.  Read More