545: A product management case study on unlocking customer insights – with Kristyn Corrigan

Episode notes

How PDMA used VOC research to drive innovation Watch on YouTube TLDR In this episode, Kristyn Corrigan shares insights from a recent Voice of the Customer (VOC) research project for the Product Development and Management Association (PDMA). We explore how product professionals can move beyond assumptions to capture meaningful customer insights, the methodologies behind robust VOC research, and actionable findings that can transform both products and organizations. Key takeaways include practical steps for conducting qualitative and quantitative VOC and understanding how to identify the most valuable unmet customer needs. Introduction Here's the brutal truth about customer research: Most product managers and innovators think they know their customers, but they're building products for assumptions, not real people. In this discussion, we are detailing a recently completed Voice of the Customer project that's helping the longest existing professional association for—guess who—product managers and innovators! That's right—the VOC project was to better understand who the ideal customers of the professional association are and what their needs are.