Use voice of customer research principles

Business benefits

Improve CRO by better understanding the core mental models for conducting research, executing research tactics, and using data.

Create clear research goals that are specific, surgical, and directly related to business benefits and improvements to guide the research and lead to more relevant, accurate answers.

Without goals, you risk swimming in data and making decisions that don’t lead to improvements.

Define your research questions around who your audience is, including their perceptions, behaviors, motivations, and anxieties.

Each question requires a different research type for the answer:

  • Use surveys to learn who your audience is and create user personas.
  • Use UX benchmarking to learn about audience perceptions.
  • Use user testing and passive feedback to learn about user behavior.
  • Use active surveys and polls to learn about user motivation and goals.
  • Use intercept and thank you page polls to learn about fears, uncertainties, and doubts.

Build experiments to find out how sensitive your data and hypothesis are to a changing environment.

In VoC research, experimentation in the scientific process is the key to turning data into information and knowledge that can ultimately lead to improvements.

Focus on perceptions over names and labels when analyzing customer thoughts and opinions.

For example, if an audience suggests the price is preventing them from making a purchase, they may mean that the shipping costs are too high, the product is not worth the money, or they simply don’t have the funds.

Do a deeper dive into these responses when necessary to uncover the underlying causes for their answer and lead to tangible improvement. For example, deeper research may reveal an opportunity to improve the perception of potential customers about a product page by showing the tangible impact of product features on its users, rather than simply listing product features.