How building voice-of-customer in the NPD process can make the difference.

In this video, Dr Cooper contrasts two projects around the same technology within a single company, one based around Voice-of-Customer (VOC) techniques, the other ignoring VOC entirely, and the wildly divergent outcomes that came out of them. Dr Robert Cooper (www.bobcooper.ca) is known worldwide as the inventor of the ubiquitous Stage-Gate methodology for new product development (http://www.prod-dev.com/stage-gate.php). Through in-depth study of the world’s top performers for over 30 years, he has developed unparalleled understanding of what makes companies winners at the product innovation game.