All posts by : Esther Kumi

Interviewing customers is a delicate skill. It’s a conversation first and an interview second. It’s the barrier between clean VoC and assumptions. Yes, it’s good to conduct customer interviews, but an interview is as good as the interviewee and the answers you're able to draw from him or he ...

Research is important. Everybody knows that. But some techniques are more helpful than others in getting richer VoC from customers.  The Critical Incident Technique The critical incident technique, developed by Francis Galton and later modified by John Flanagan, consists of a set of pro ...