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Applying Virtual Customer Methods: VOC Insights from M.I.T.


The Virtual Customer Initiative (VCI) at M.I.T. is aimed at developing and testing cutting-edge concepts and techniques to improve the speed, accuracy and usability of customer input in product development.  The Initiative focuses on Web-based approaches, developing the basic science of techniques to elicit customer input that can be applied across industries and sectors.  This report is a summary of an audio session with Dr. John Hauser, leader of the Virtual Customer Initiative and Head of the Marketing Group at the M.I.T. Sloan School of Management.  Dr. Hauser addressed what is now available and what is on the horizon for virtual Voice of the Customer (VOC) methods.
(7 pages)

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