The Voice of the Customer Part 3: Digging Below the Surface with Implied Needs

In the previous blog on the Voice of the Customer (VoC), we looked at stated needs, which are the most obvious way in which the customer conveys their needs regarding products and services. In this blog, we’ll look at implied needs, which are the needs the customer does not articulate because they consider them too obvious to mention. For example, customers won’t articulate that they need a washing machine to clean clothes, but they assume that it will. When implied needs become subtle, it can be easy to miss significant opportunities to meet customer requirements. 

While the VoC tools for collecting stated needs have their origins in traditional marketing and sales techniques, those for collecting implied needs have their origins in the fields of psychology, philosophy, ethnography, and data science. This section provides a brief introduction to some of the most common methods for implied needs. Organizations should use a complementary set … Read more...