Go Beyond Traditional Marketing Research
We know that truly understanding your customers means going far beyond traditional market research. That’s why our Voice of the Customer (VOC) engagements leverage deep qualitative research, advanced quantitative techniques, custom surveys, and generative AI to provide a comprehensive, multidimensional view of your market. By blending cutting-edge tools, such as sentiment analysis and AI-driven persona development, with proven qualitative methodologies, we uncover the motivations, emotions, and preferences that drive customer behavior. The result? Actionable insights that fuel innovation, refine strategy, and drive measurable business growth.
Advanced Techniques to Elicit Market Perceptions
We design and deploy a suite of choice exercises to uncover a variety of market perceptions, ensuring we address the full spectrum of customer and market dynamics.
What features and benefits matter most to your customers?
How do customers measure success with your product or service?
What pricing strategies will maximize value perception while staying competitive?
How do individual features contribute to customer satisfaction and willingness to pay?
From messaging to channels, we analyze what drives customer engagement.
The Role of Qualitative Techniques
Understanding customer motivation requires more than numbers—it requires context and nuance. To frame issues and language effectively, we leverage qualitative techniques, which help uncover the deeper emotional drivers of customer behavior.
Gain insight into the relationships between what people think, say, and feel—and what motivates their behavior.
See how customers interact with your products and services in their natural environments, both online and offline.
One-on-one or small group interactions for uncovering specific feedback and themes.
Using a hybrid of qualitative and quantitative methodologies, we even investigate emotions with our proprietary InnerMind Metrix℠, uncovering the subconscious drivers that influence customer decisions.
Surveys as the Core of Quantitative Research
Surveys are the backbone of our quantitative methodology, enabling us to validate hypotheses, optimize pricing, and define segmentation and positioning.
At the heart of our VOC work is the Breakthrough Innovation Hub™, which takes survey research to the next level by using structured questions to to validate causal relationships and determine what customers want or expect as a result of using your product or service.
Our surveys empower businesses to
- Optimize pricing strategies using customer-driven value analysis
- Develop sharper market segmentation based on customer demographics, behaviors, and psychographics
- Enhance positioning by aligning messaging with what resonates most with your audience
Enhancing VOC with Generative AI
In addition to surveys and traditional research methods, we integrate the power of Generative AI into our VOC programs through our advanced AI assistant, Jade™. This allows us to scale insights and uncover deeper patterns that would otherwise go unnoticed.
Jade analyzes thousands of customer comments, reviews, and social media posts to identify key themes, pain points, and opportunities.
Create detailed, data-backed customer personas that allow for hyper-targeted marketing and product design.
Use AI to test potential strategies and forecast customer reactions to new product features, pricing changes, or brand messaging.
Why is Voice of the Customer Important?
When analyzed as an integrated set, VOC research provides business leaders with market facts to answer critical questions that impact growth, such as
- What do customers really want from your product or service?
- How can you create a value proposition that resonates in a crowded marketplace?
- What motivates loyalty, repeat purchases, and referrals?
The key to VOC success is doing it correctly, ensuring your research is structured to meet your business objectives while delivering insights that are actionable and meaningful.
We have mastered the art and science of distilling information from customers and markets. By combining traditional research with modern techniques like quantitative data analysis, custom surveys, and generative AI, we turn your customers’ voices into powerful strategic insights.
One Client’s Happily Ever After
Hear what one of our clients had to say about using VOC analytics to make sure their growth didn’t falter.
Communications Implementation
Does your organization have the expertise to execute your marketing strategy?
We ensure your VOC insights translate into effective marketing campaigns and strategies. While analytically and strategically grounded, we use proprietary and proven statistical methodologies to inform your brand and media strategy development, management, and measurement.
We support all phases of the marketing process, from the development of a winning value proposition to the implementation of cross-media communications, so you can focus on growing your business.
Our Services Include
- Exploratory focus groups
- Television production and post-production
- Digital ad unit development, production and analytics
- Public relations
- Strategic event marketing conception and execution
- Media planning, buying, execution, and post placement-analysis across all media
- Collateral material development
- Social media integration
- Innovative interactive conception and implementation
We partner with you for your entire marketing journey, ensuring your Voice of the Customer insights are implemented seamlessly to drive results.
Your VOC Journey Starts Here
With Breakthrough Marketing Technology, you gain a partner who combines the best of traditional VOC research with the most advanced tools in quantitative analysis, generative AI, and survey methodologies. Let us help you make the voice of your customers your most valuable business asset.
Contact us today to explore how we can transform customer insights into measurable growth.
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