| VOC |
IVOC (Indirect Voice of Customer Data) |
| The market tells us what they want |
They didn’t know they were being surveyed |
| Con: They don’t always know what they want* |
Different context of decision (no expectations) |
*The market said Redbull tastes like piss, and it became one of the most successful drinks
*The market said Ouya was the perfect hybrid console, and it flopped after its release
Recording IVOC Data
- Pains and Fears - problems that require solutions and worries about these problems
- Objections - issues they what with believing alleged solutions
- Desires - positive associations with the imagined outcome of solving a problem
- Firm Beliefs - opinions they hold as fact that they refuse to be violated
- Shakable Beliefs - opinions they hold that they don’t want to be true and could conceivably be convinced otherwise
- Other - anything seemingly useful that doesn’t fit into the categories above
- Common Words/Phrases - any part of the market’s vocabulary that gets used frequently
Google Docs Key
- Normal text → My thoughts
- Italics → Raw data
IVOC Spreadsheet
| Pains/Fears |
Objections |
Desires |
Firm Beliefs |
Shakable Beliefs |
Other |
Common Words/Phrases |
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Summary Rankings
| IVOC Summary |
Associated Benefit |
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