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	Voice of Customer Analysis	Perceptual Mapping
Ämnesområde	Marketing Science	Marketing Science
Familj	Process / pipeline	Process / pipeline
Ursprungsår	1993	1997
Upphovsperson	Abbie Griffin & John R. Hauser	J. Douglas Carroll & Paul E. Green (multidimensional scaling in marketing)
Typ	Structured qualitative-to-structured pipeline for eliciting, organizing, and prioritizing customer needs	Dimension-reduction pipeline for visualizing brand positions in a low-dimensional perceptual space
Ursprungskälla	Griffin, A., & Hauser, J. R. (1993). The Voice of the Customer. Marketing Science, 12(1), 1-27.	Carroll, J. D., & Green, P. E. (1997). Psychometric Methods in Marketing Research: Part II, Multidimensional Scaling. Journal of Marketing Research, 34(2), 193-204.
Alias	VoC Analysis, Voice of the Customer, Customer-Needs Elicitation, VoC for Quality Function Deployment	Brand Mapping, Positioning Maps, Product Space Maps, Perceptual Space Analysis
Närliggande	3	3
Sammanfattning	Voice of Customer (VoC) analysis is a structured method for hearing what customers actually need, in their own words, and turning that into a prioritized, organized set of requirements for product development. Abbie Griffin and John Hauser established its modern foundations in their 1993 Marketing Science article, which examined the customer-needs component of Quality Function Deployment and answered practical questions: how many customers to interview, how to extract needs from verbatims, how to structure them, and whether one-on-one interviews or focus groups are more efficient. Their key empirical findings — that needs accumulate toward saturation, that a modest number of interviews uncovers most needs, and that one-on-one interviews are at least as productive per dollar as focus groups — turned VoC from an art into a repeatable research process. The method distills raw customer statements into solution-free need statements, organizes them into a primary-secondary-tertiary hierarchy through customer sorting, and assigns importance weights using survey priorities, an idea closely tied to importance-performance thinking. Those weighted, structured needs then feed Quality Function Deployment, where they are mapped onto engineering attributes to drive design decisions.	Perceptual mapping turns how consumers see a set of brands into a picture: a low-dimensional space in which nearby brands are perceived as similar and the axes summarize the perceptual dimensions that organize the category. Two families of techniques produce these maps. Attribute-based mapping starts from brand-by-attribute ratings and uses dimension reduction — principal components, factor analysis, or correspondence analysis — to place brands and overlay attribute directions as a biplot. Similarity-based mapping starts from consumers' direct judgments of how similar brands are and uses multidimensional scaling (MDS) to recover the space, requiring no attribute list. J. Douglas Carroll and Paul Green's 1997 Journal of Marketing Research review codified MDS as a marketing tool, and Green is widely regarded as a central figure in bringing scaling and clustering to marketing research. Adding consumers' ideal points or preference vectors converts a perceptual map into a positioning tool that reveals where demand concentrates and where white-space gaps lie. Because the map summarizes competitive structure, it complements choice-based views of market structure such as those from latent-class choice models. The result is a single diagram managers use to diagnose positioning, spot competitors, and find opportunities.