Published: 14 June 2018
Analyst(s): Customer Experience Research Team
To develop experience innovations, customer experience teams must discover and design for customers’ unstated needs. We introduce a framework of interview techniques to help uncover needs that cannot be identified with traditional voice of the customer (VOC) methods.
A Different Kind of VOC
Posture of Exploration
Selection Matrix: Choosing a Starting Point of Exploration
Primary Signals: Navigating the Exploration
The 4 Techniques
Primary Signal: Emotions
Primary Signals: Rationales
Day in the Life
Primary Signal: Patterns
Primary Signal: Signposts
Recommended by the Authors
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