VoC in-depth interviews (IDIs) with customers, former customers, and prospects can provide a business with a wealth of information. By engaging directly with your target audience, you can uncover valuable information that drives strategic decision-making and enhances customer satisfaction.
Learn more about the process from our VoC research company.
What are VoC Interviews?
Voice of the Customer (VoC) interviews are in-depth conversations with customers aimed at understanding their needs, preferences, and experiences with a product or service.
These interviews gather qualitative insights to inform product development, improve customer satisfaction, and guide strategic decisions. They can be completed through in-person interviews, or more commonly through phone interviews.
VoC interviews are conducted with a small number of respondents (usually 8 to 15). This is because VoC surveys with a smaller sample size allows the skilled moderator to gather plenty of depth on all responses. Typically interviews can last between 15 minutes to 1 hour.
Recommended Reading: Ultimate Guide to Voice of Customer (VoC) Market Research
Steps to Conducting VoC interviews
The qualitative research process for VoC interviews is detailed below.
Keep in mind, a typical VoC survey project takes approximately 6 to 8 weeks. The largest variable is the respondents' willingness to participate. For example, executives with busier schedules may extend the fieldwork timeframe by a week or two.
Kickoff Meeting
The kickoff meeting is crucial for setting the stage for the project. During this meeting, the project team discusses the objectives, expectations, and specific information that needs to be gathered. This ensures all stakeholders are aligned and have a clear understanding of the project's goals and scope.
Project Workplan
The project workplan outlines the tasks, deliverables, and key dates for the timeline. It serves as a roadmap for the entire project, detailing who is responsible for each task and ensuring that all milestones are met on time. This plan keeps the project organized and on track.
Screener Document
The screener document is used to qualify participants for the VoC interviews. It ensures that selected individuals fit the specific profile needed for the research. This step is critical for gathering relevant and accurate insights from the right audience.
Interview Guide
The interview guide is a structured document that dictates the flow of the interview and the questions the moderator will ask. It ensures consistency across all interviews and helps in covering all necessary topics to meet the research objectives.
Here are Must-Have Voice of Customer (VoC) Survey Questions.
List of Contacts
The list of contacts for the VoC interviews can be curated in two ways: it can either be hand-selected by the client based on their knowledge of suitable participants, or purchased from a database to reach a broader audience. This flexibility allows for tailored recruitment strategies.
Begin Recruitment
Recruitment begins with screening individuals to ensure they meet the qualifications outlined in the screener document. Once qualified, these individuals are scheduled for interviews at a later time and date, ensuring a smooth and organized process.
Fieldwork
Fieldwork involves the moderator conducting a series of interviews over a 2 to 3 week period. This phase is where the actual data collection happens, with the moderator engaging participants in meaningful conversations to extract valuable insights.
Case Summary Narratives
After each interview, case summary narratives are written to recap each conversation. These summaries provide a detailed transcript of the discussion and are included in the appendix of the final report. They serve as a reference for the insights gathered.
Report Structure
The final report is structured into three main sections: background and methodology, executive summary, and appendix. This format ensures that the report is comprehensive and easy to navigate, with each section serving a specific purpose.
Executive Summary
The executive summary highlights the key themes, insights, and takeaways from the VoC interviews. It also provides strategic next steps based on the findings, offering actionable recommendations to guide decision-making.
Debrief
The debrief is a meeting with the client and their team to walk through the report findings. This session ensures that all stakeholders understand the insights and can discuss the implications for their business, facilitating informed decisions.
Contact Our VoC Research Company
Drive Research is a national market research company specializing in voice of customer market research. Our team members are certified in VoC surveys and customer experience (CX). Drive Research also utilizes the best interviewers and analysts to structure and manage your VoC project to get you the answers you need for your key business questions.
Contact Drive Research today for more information about pricing and our process.
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George Kuhn
George is the Owner & President of Drive Research. He has consulted for hundreds of regional, national, and global organizations over the past 15 years. He is a CX-certified VoC professional with a focus on innovation and new product management.
Learn more about George, here.
