What is Voice of the Customer (VoC) and how do you use it in an organisation?

VoC is the systematic capture of what customers really think, feel and need across all channels. The key is to translate it directly into product decisions and CX strategy.

How do you turn customer interviews into concrete actions?

We link customer interviews directly to concrete projects. We use structured formats that translate research results directly into prioritised CX initiatives.

Customer Research | Understanding Customer Needs

Q: How many customer interviews do I need for reliable insights?

Starting from 8 to 12 well-selected interviews within a defined target group is enough to identify the central themes. Validating the insights with surveys afterwards is also important.

Q: Can AI replace Customer Research?

No. AI can help with analysis but the actual conversation, the follow-up question when someone hesitates, reading between the lines, that stays human.

What is Customer Research

Understanding the everyday reality of your customers.

Customer Research for us is not a desk exercise. It is about doing the right things right - and not taking action based on abstract numbers that miss what your customers actually experience.

In meetings you often hear: "We think our customers..." or "My experience tells me...". Those are hypotheses, not facts. Customer Research makes the difference: we validate assumptions, uncover what is really true - and sometimes what you thought you already knew.

The goal is always the same: a solid, jointly developed picture of how your customers actually think, feel and make decisions. That picture is the foundation for every CX strategy, every journey improvement and every AI decision that follows.

How we work

Our methods.

In-depth Interviews

One-on-one conversations with customers or employees - in person, by phone or online. We probe when someone hesitates. We listen to what is said between the lines. Ad-hoc interviews conducted on-site, right where the interaction with your company happens, often yield the most honest answers.

Focus Groups

Facilitated group sessions - with customers or internally with employees. Ideal for making dynamics, differences of opinion and shared patterns visible. Both in physical and digital formats.

Netnography

Where customers voice their opinions without filters: in forums, social media, comment sections, communities. Netnography gives us access to voices that never appear in any survey. At the same time we keep context in mind: this approach primarily reaches digitally engaged audiences.

Voice of the Customer (VoC)

The systematic capture of customer voices across all channels - not as a one-off project but as a continuous process. We help you keep VoC out of the research silo and translate it directly into decisions.

Surveys & Validation

Qualitative insights reveal the why. Surveys show how widespread something is. We deploy surveys deliberately to validate hypotheses and identify reliable majorities. We always include open text fields as well - because numbers alone never complete the picture.

From Practice

What happens when assumptions meet reality.

Industry

Insurance

Situation

International insurance group headquartered in Austria, 18 million end customers. The company did not know how younger target groups perceived their brand and communications - particularly in a social media context. There were many internal assumptions but no solid foundation: which topics land? Which wording works? Which formats create resonance?

Approach

We ran focus groups with the relevant target group and conducted netnography in parallel - to include voices from forums, social media channels and online communities. The result was a picture from two sources: direct conversations and unfiltered online opinions.

Result

Several internal assumptions about the younger target group had to be revised. The group was more differentiated than expected - with clearly distinct opinion clusters within that demographic. This enabled more targeted, tailored communication measures rather than a one-size-fits-all solution for "young people".

When it makes sense

You need Customer Research when...

you don't know why customers are leaving even though the product is good
you want to reach a new target group but don't really understand how they think yet
you are about to launch a major CX initiative or product development and don't want to build on assumptions
internal discussions are going in circles because everyone has a different opinion
you have hypotheses you want to validate before investing
you want to know whether your communications, onboarding or service actually land the way you intended

Deliverables

Your output: Customer Insights.

Every Customer Research project ends with a structured insights report - not a presentation graveyard but a working document that moves you forward.

The report includes: Research Design (how we approached it), Detailed Findings (all findings), Patterns & Currents (what repeats, where contradictions exist) and Recommendations (prioritised next steps).

We review the report together in a closing conversation or workshop - so the insights don't just get read but turn into action.

Research Design Insights Report Patterns & Currents Recommendations Workshop Session

FAQ

Frequently asked

What we get asked most about Customer Research.

Traditional market research delivers numbers. Customer Research delivers understanding. We want to know why customers behave the way they do, not just what they do. In-depth interviews, participant observations or focus groups surface motivations, points of frustration and unspoken needs that no survey captures. That is the foundation for CX decisions that actually move the needle.

Fewer than most people think. In qualitative research, starting from 8 to 12 well-selected interviews within a defined target group is enough to identify the central themes. But qualitative research is not representative. In many projects we go beyond this number to get a better feel for the everyday reality of your customers - for example through ad-hoc interviews conducted where the interaction with your company actually takes place. Validating the insights with surveys afterwards is also important. The principle: as many as needed, as focused as possible.

VoC is the systematic capture of what customers really think, feel and need - across all channels. The key is not to let VoC sit in a research silo but to translate it directly into product decisions, CX strategy and service design. In digital channels we use netnography: analysing opinions and conversations in online forums, communities and social networks. People often speak very directly online. But nuance is needed here too, since this primarily reaches digitally engaged audiences.

Wherever possible we link customer interviews directly to concrete projects, to understand what customers think about them. This "finish what you start" approach prevents insights from piling up in presentations and gathering dust. We use structured formats that translate research results directly into prioritised CX initiatives.

No. AI can help with analysis: clustering topics, identifying patterns, analysing transcripts. But the actual conversation - the follow-up question when someone hesitates, reading between the lines - that stays human. AI makes qualitative research faster and more scalable. It does not make it redundant.

Related Services

Understanding why customers behave the way they do.