Angela Larson

FIELD RESEARCH IS “THE SCIENCE OF MARKETING” AND IT GENERATES INCREDIBLE�CUSTOMER-DRIVEN INNOVATIONS

No matter how much you scan the internet, watch videos, or talk with colleagues, you simply can’t substitute the experience of visiting customers to talk to them face-to-face and watch them operate their equipment. Many of our new product ideas start or are validated by those customer visits. Since 2012, we’ve been practicing a disciplined research methodology called Voice of the Customer (VOC). In essence, VOC is “the science of marketing” and it has proven to generate incredible customer-driven innovations.