545: A product management case study on unlocking customer insights – with Kristyn Corrigan

How PDMA used VOC research to drive innovation Watch on YouTube TLDR In this episode, Kristyn Corrigan shares insights from a recent Voice of the Customer (VOC) research project for the Product Development and Management Association (PDMA). We explore how product professionals can move beyond assumptions to capture meaningful customer insights, the methodologies behind robust VOC research, and actionable findings that can transform both products and organizations. Key takeaways include practical steps for conducting qualitative and quantitative VOC and understanding how to identify the most valuable unmet customer needs. Introduction Here’s the brutal truth about customer research: Most product managers and innovators think they know their customers, but they’re building products for assumptions, not real people. In this discussion, we are detailing a recently completed Voice of the Customer project that’s helping the longest existing professional association for—guess who—product managers and innovators! That’s right—the VOC project was to better understand who the ideal customers of the professional association are and what their needs are. The association is one I’ve talked about before—PDMA, the Product Development and Management Association. If you’ve ever struggled to get meaningful customer insights, felt overwhelmed by diverse customer segments, or wondered how to turn research findings into actual product changes, this episode is for you.  Our guest is Kristyn Corrigan, Principal at Applied Marketing Science and PDMA Board of Directors member. With 17 years of consulting experience, she’s helped companies transform customer insights into successful products. She leads the Insights for Innovation practice, has published work in Fast Company, and guest lectured at MIT Sloan. Summary of Concepts Discussed for Product Managers * Genesis of the PDMA VOC Project:Motivation behind conducting formal VOC research for PDMA after a 20-year gap—driven by the need to understand current and prospective members’ needs, retention, and engagement strategies. * Segmentation Strategy:PDMA membership includes academics, practitioners, and service providers. The research intentionally sampled a mix across these segments and various career stages (early, mid, late). * Methodological Approach: * Qualitative, in-depth interviews kicked off at the 2024 PDMA conference (21 interviews with diverse participants). * Ensured unbiased sampling, including non-members and attendees at other industry events. * Use of open-ended discussion guides and a focus on eliciting stories and real experiences to minimize bias and dig deeper into needs. * Transcription and Analysis: * All interviews were transcribed verbatim. * Introduction of a fine-tuned AI model specifically developed for qualitative VOC analysis, trained on numerous past studies. * Side-by-side analysis showed high overlap between AI and human analysts, but each also uncovered unique needs. * Quantitative Follow-Up: * Validated qualitative insights with a broader online survey. * Built an opportunity matrix based on need importance and market performance, highlighting areas for innovation. * Insights PDMA Learned from VOC Research: * Certification is important, but well met in the market—opportunities for innovation exist in building mean...