M/A/R/C’s very successful CustomerVoices has been heralded as the active approach best suited to identify customer and target-market focused issues. M/A/R/C’s CustomerVoices delivers both the tactical-level needs required to develop targeted products and services and strategic-level opportunities utilized in developing longer term growth strategies.

Why Customer Voices?

CustomerVoices is an exacting qualitative interviewing and analysis procedure that, unlike focus groups, uses in-depth, one-on-one experiential interviews to gain a literally "straight from the customer's mouth" perspective of the marketplace.

CustomerVoices introduces scenarios to prompt discussion, but allows the customer to be the primary conversation driver. Specifically interviewers:

		Take care to let respondents introduce ideas in their own words rather than supplying terminology.
		Listen closely for statements of need, then probe for definitions of terms.
		Prompt customers to describe the benefits they expect to realize if and when an organization meets their needs.

This approach produces the desired result — a reflection of the overall marketplace truly from the customers’ perspective.

Methodology Overview

To ensure the broadest purview of the market, interviews may be conducted among current and lapsed customers, as well as non-customers in relevant markets. The methodology is highly efficient, based on validation initiatives, 95% of marketplace needs can be uncovered with 20 to 24 interviews.

The result is a comprehensive hierarchy of needs that provides the foundation for understanding market-level choice drivers and the attitudes and mindset supporting them.

For case studies, or a proposal featuring a CustomerVoices solution, please at 800.884.MARC (6272).