Capture real customer needs and guide your development or improvement decisions.
Whether your goal is to improve organizational productivity, launch a new product, or better understand resistance to change, accurately identifying and interpreting stakeholders’ real needs is essential. Marketing, R&D, and Sales teams know that without reliable field data, projects can stall, budgets can escalate, and solutions may fail to address actual needs.
Voice of the Customer (VoC) methodologies, including field interviews, are ideal tools for reducing these risks.
This training program equips participants with the skills to design a field research approach, ask insightful questions, conduct effective interviews, and analyze findings to prioritize future solution development initiatives. By the end of the training, participants will be able to make fewer assumptions and base their decisions on validated customer needs.
Is it for you ?
Professionals across all departments, particularly those in Marketing, R&D, and Sales, including VPs, Directors, Product Managers, Project Managers, Engineers, Quality Specialists, and Continuous Improvement.
Prerequisites
No technical prerequisites are required. Participants will benefit from having some experience working in a project context, particularly in marketing, R&D, or product development.
What You'll Walk Away With
- ✓ Reduce costly project iterations by validating customer needs from the outset.
- ✓ Increase the ROI of new solution development projects through actionable field insights.
- ✓ Strengthen your expertise in conducting field interviews.
- ✓ Prioritize development initiatives with confidence based on validated customer needs.
Training content
1 Planning Your Field Research Project
- Why conduct field research?
- Why choose interviews over other available research methods?
- Understanding the research cycle and key success factors
- Defining and refining your research plan
2 Preparing and Refining the Interview Guide
- Clarifying initial hypotheses and identifying the information to gather, explore, or validate
- Asking the right questions and structuring an effective interview guide
- Applying best practices for conducting high-quality interviews
- Testing your interview guide and consolidating collected data
3 Analyzing Results and Prioritizing R&D Actions
- Collecting and organizing interview data
- Analyzing qualitative findings
- Translating customer needs into actionable insights to prioritize R&D initiatives
📌 Practical information
Our training sessions are offered in Montreal or Quebec City, in person or in a virtual classroom. Dates and locations are specified when you select your session below. If you have any questions, check out our FAQ.
