Chapter 7. Understanding the Customer's Voice

	"If we're building the wrong product really efficiently, it's like we're driving our car off a cliff and bragging about our awesome gas mileage."
	--Eric Ries

In Chapter 6, The Interview Process – The Interview, we focused on the actual interview details and structure. We talked about the various roles and responsibilities of each of the interview team members, how to select team members for the interview team, and how to get the best out of each team member. We focused on the all-important interview itself, how best to interact with the customer, and how to execute the interview to get as much meaningful data as possible from the limited time you will have with the customer. While that chapter focused on the most important phase of data collection, this chapter will delve into a number of tools and processes you can use as part of your VoC toolkit to drive new product decisions using the data you have gathered.

In today's business environment...