Voice of customer
research for B2B
Voice of customer research is the systematic collection of what customers need, value and would change, used to guide product, pricing and service decisions. Theory Intelligence runs it for B2B companies as in-depth interviews with verified buyers and users, conducted by an independent researcher, with verbatim quotations and a signed recommendation, rather than as a panel survey.
- Signal Brief: 6 to 8 verified customers or users on one question, 10 business days, USD 7,500 to 12,000
- Segment or product-line Decision Study: 15 to 30 verified interviews, 4 to 6 weeks, USD 25,000 to 75,000
- Continuous programme through the Intelligence Retainer
- Independent interviewer: customers say what they will not say to account managers
- No online panels; every participant verified
What surveys and advisory boards miss
B2B companies listen to customers through NPS surveys, customer advisory boards and account reviews. Each has a bias. Surveys are answered by the engaged minority and, if panels are involved, by an unknown share of bots and inattentive respondents. Advisory boards are populated by friendly customers who enjoy being asked. Account reviews are run by the person whose renewal depends on a good conversation. What the disengaged, the churn-risk and the quietly frustrated customer thinks rarely reaches a decision maker.
How Theory listens
We select customers against the question, not the relationship: heavy and light users, renewers and churners, champions and sceptics. We verify each participant's role and interview them for 30 to 45 minutes without an account manager present. We code the transcripts against the decisions you face and write a signed brief: what customers value, what they tolerate, what would make them leave, and what to do first.
Where it is used
Product roadmap prioritisation, packaging and pricing, service model changes, renewal risk, and preparation for a survey where you need to know what to ask before you ask it. Many clients run a Theory study first and a quantitative survey second, so the survey measures the things that matter.
Formats
A single question about one product or segment is a Signal Brief. A cross-segment programme is a Decision Study. A standing customer listening programme, replacing the annual survey with a monthly signed read, is an Intelligence Retainer. See also B2B software and industrials.
All work is delivered under The Theory Standard. See services and prices.
Questions about voice of customer research
Will you interview our customers under our name or yours?
Either, agreed at scoping. An introduction from you raises response rates; independent outreach raises candour. We often do both and record which in the provenance appendix.
Can this replace our NPS programme?
It answers different questions. NPS measures; Theory explains. Clients who use both report that the interviews tell them what to do about the score.
Do you do consumer voice of customer?
Yes, with verified consumers rather than panels. See our consumer and retail page.
Need this answered?
Write to info@theoryintel.com with the decision. A researcher replies within one business day with a fixed price and a start date.
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