GIM VOC: Voice Of the Customer

GIM VOC comprises multi-stage interview training by market researchers for non-market researchers.
You learn…

• when it makes sense for decision-takers to initiate a dialogue with consumers.
• precisely how you should proceed at each stage.

Core elements of VOC interview training

• Integrating theory and interview practice
• Introducing participants gradually to a real-life interview situation. 
• Creating a real-life interview situation
• Practicing interviews with GIM staff who are experienced in interviewing, and who take on specific consumer roles.
• Practicing interviews with 'genuine' consumers invited by GIM for this purpose
• Separation of interview room and observation room: the participant is alone with the interviewee while the group observes the interview from the adjacent room.
• In-depth learning via video feedback in the group: participants benefit from their experiences and learn from one another.
• Adaptation of VOC specific company requirements, e.g. regarding interview topics and respondents

VOC In-House
VOC training at the client's premises: GIM provides the equipment for the video transmission between interview room and observation room. The group can follow the interview live and take an active part in their colleague's video feedback.

VOC Studio
VOC training in a professional market research studio: a one-way mirror between the interview room and the observation room provides for a first-hand interview experience (for the group).
In addition, all interviews are redorded, thereby ensuring that individual video feedback is provided.

Target groups for GIM VOC
Clients  who would liketo benefit from direct contacct with consumers, in particular:

• Marketing decision-takers
• Decision-takers from (the fields of) product development and product optimization