One of the most important things in any product (or service) development venture is to listen to, understand and capture the voice of the customer. Doing it is critical to how well the customer’s needs are met, and despite a multitude of methodologies, approaches, tools and techniques – many endeavours fall short of properly capturing the full set of customer needs.

The content of this video is based on the book The Voice of the Customer for Product Development, 4th Edition, by José Campos and Jean-Claude Balland; Published by Multi-Media Publications.