The Voice of the Customer: Critical for Increased Specification
Research is an essential part of launching a new product. It’s also highly effective when you’re trying to engage new audiences and change their behavior. Specification is a difficult process to influence, and it’s nearly impossible to get people to try your products unless you can speak to their needs and alleviate their fears.
A commitment to research demonstrates an investment in your customers. The go-to leaders in any industry have a keen understanding of their customers, which products they need and how to improve their experiences.
Typically there are two types of research: product research and customer research, though any good product research is reliant upon solid customer research.
Product research includes product conception, market need, idea substation or validation, product development and feedback, field testing, competitive analysis, naming, positioning and launch strategy.
Customer research, on the other hand, focuses on capturing the “voice of the customer” and understanding their expectations, preferences, needs, aversions and fears. Customer research also sheds light on market opportunities and allows you to evaluate the size, value and impact of specific trends that may lead to product ideas and development.
In our industry, there isn’t one voice of the customer; there are many. Numerous people influence product decisions. To make gains in market share, you have to understand all the influencers and how they think. A typical building design or construction project requires you to think like several people, including the:
- Architect
- Specification writer
- Designer
- Contractor
- Owner
- Sub contractor
- Engineer
- Installer
- Code official
- Jobsite foreman
- Occupant
Demand for proprietary research on both the product and customer side is growing. Leading brands understand that research helps them engage their audience and differentiate their products in a way that increases market share. The best research projects are tailored to meet the manufacturer’s internal growth goals. Research we’ve conducted includes:
- Product feedback and naming across the building team
- Competitive analysis of market preferences to determine product leaders, opportunities and needs.
- Interviews with sales representatives, independent representatives, distributors and dealers to enhance sales channel effectiveness.
- Explorations into misconceptions of products
- Field testing and user feedback
- Product positioning and differentiation
- Identification of new segment or market opportunities and in-depth research in verticals such as multi-family, light commercial and hospitality.
Whether you make an investment in product or customer research it’s important to remember that research is a process that incorporates five key phases:
- Listening to the audience and capturing feedback and information
- Interpreting the data and comparing it to industry standards
- Recommendations on how to use the research and information
- Acting on the recommendations
- Monitoring the effect of the changes
Research is a great way to invest in your growth and demonstrate to the market that you’re a partner in their success.