Tim Riesterer’s latest article on ‘MarketingProfs’ is titled “Voice of the Customer: Trick or Treat for Your Product Launch?”.

Riesterer says, “Have you heard of the phenomenon of “declared preference” versus “revealed preference?” If you haven’t, you may be in for a scary surprise this Halloween season if you are using voice of the customer (VOC) research to drive the positioning and messaging for your product launch.

I was recently invited to help a company that had suffered the indignity of a failed product launch. The folks there gave me pages upon pages of focus group results and customer interviews to help me get up to speed on its product”.

Voice of the Customer: Trick or Treat for Your Product Launch?

MarketingProfs

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