Voice of Customer: Books
Books chosen by our experts; Summaries offered by Google’s GenAI Gemini
This book provides a practical, 4-step Customer Development process to guide startups towards successful product development. It emphasizes customer feedback and testing to avoid costly mistakes, ultimately leading to a well-organized and successful business.
Source: Blank, S. (2020). The four steps to the epiphany: successful strategies for products that win. John Wiley & Sons. [Link]
This book updates the methodology of “netnography,” which studies online cultures through social media data. It offers guidelines for ethical research in the age of big data and social media, emphasizing participation, critical reflection, and a focus on the human aspects of online behavior.
Source: Kozinets, R. V. (2015). Netnography: redefined. Sage. [Link]
Voice of Customer: Articles
Articles chosen by our experts; Summaries offered by Google’s GenAI Gemini
Big data’s blind spot? Customer motivations! This HBR article argues data analysis needs a partner: anthropological research. By understanding the “why” behind purchases, businesses can develop more effective strategies.
Source: Anthony, S. (2012). Turning customer intelligence into innovation. Harvard Business Review, August, 20. [Link]
Facts are good, stories are better! This article argues that customer stories (like those behind the Ford Mustang redesign) offer deeper business insights than just data. They reveal emotional connections and guide better strategies.
Source: Cayla, J., Beers, R., & Arnould, E. (2013). Stories that deliver business insights. MIT Sloan Management Review. [Link]
AI in marketing? It’s a game-changer! This article explores how AI can automate tasks, analyze data, and personalize customer experiences, boosting revenue but raising concerns about jobs and privacy.
Source: Davenport, T., Guha, A., Grewal, D., & Bressgott, T. (2020). How artificial intelligence will change the future of marketing. Journal of the Academy of Marketing Science, 48, 24-42. [Link]
This New York Times article explores the psychology behind shopping habits. It examines how factors like in-store displays and product placement can influence our decisions, often subconsciously, leading us to buy more than we planned.
Source: Duhigg, Charles (2012). How Companies Learn Your Secrets. The New York Times Magazine. [Link]
This Harvard Business Review article argues curiosity is key for leaders, but it’s not enough. For true competence, leaders need the right experiences and opportunities to develop their curiosity into strong leadership skills.
Source: Fernandez-Araoz, C., Roscoe, A., & Aramaki, K. E. N. T. A. R. O. (2018). From curious to competent. Harvard business review, 96(5), 61. [Link]
Curiosity isn’t one-size-fits-all! This HBR article identifies five dimensions of curiosity, like seeking joy in exploration or thriving on social connection. Understanding these types can help you leverage curiosity for success in work and life.
Source: Kashdan, T. B., Disabato, D. J., Goodman, F. R., & Naughton, C. (2018). The five dimensions of curiosity. Harvard Business Review, 96(5), 58-60. [Link]
Skip the surveys! This article says to truly understand customers, ditch traditional methods. Instead, follow an anthropologist’s lead: observe them in their natural environment to uncover hidden gems of customer behavior.
Source: Madsbjerg, C., & Rasmussen, M. B. (2014). An anthropologist walks into a bar. Harvard Business Review, 92(3), 80-90. [Link]
Voice of Customer: TedTalks
TedTalks chosen by our experts; Summaries offered by Google’s GenAI Gemini
Big data is great, but it misses the human touch! Tricia Wang argues in this TED Talk that focusing on “thick data” – rich qualitative insights from actual people – is crucial for understanding complex situations and making better decisions.
Source: Wang T. (2016). The human insights missing from big data [Video]. TED Conferences. Available at: [Link]
Big data is great, but it misses the human touch! Tricia Wang argues in this TED Talk that focusing on “thick data” – rich qualitative insights from actual people – is crucial for understanding complex situations and making better decisions.
Source: Gladwell M. (2004). Choice, happiness, and spaghetti sauce [Video]. TED Conferences. Available at: [Link]