413: The Key to Successful VOC in Agile Teams

Global Product Management Talk is pleased to bring you the next
episode of... Product Mastery Now with host Chad McAllister, PhD.
The podcast is all about helping people involved in innovation and
managing products become more successful, grow their careers, and
STANDOUT from their peers. About the Episode:  PDMA invited me
to their conference, which was in Orlando, Florida, to interview
some of their speakers. This speaker spoke on The Key to Successful
Voice of the Customer (VOC) in Agile Teams. This episode is
sponsored by PDMA, the Product Development and Management
Association. PDMA is a global community of professional members
whose skills, expertise and experience power the most recognized
and respected innovative companies in the world. PDMA is also the
longest-running professional association for product managers,
leaders, and innovators, having started in 1976. I have enjoyed
being a member of PDMA for more than a decade, finding their
resources and network very valuable. Learn more about them
at PDMA.org. Agile teams need to know what they are
developing, and VOC is a tool for understanding what customers
need. However, traditional VOC doesn’t meld well with development
accomplished in a series of sprints. We’ll discuss how to get more
benefits from VOC in Agile teams. We are with Kristyn Corrigan.
Kristyn is a principal and co-owner of Applied Marketing Science, a
Boston-based market research consultancy that helps companies
develop better products and services through harnessing the power
of customer insights. She specializes in helping companies
understand stated and latent customer needs through in-depth
interviewing and ethnographic observation. She also trains
companies to create and implement their own in-house Voice of the
Customer programs.