Over the years, I’ve seen Voice of Customer (VOC) perception studies evolve from “nice-to-haves” into must-have tools, especially for competitive intelligence teams. Yes, we all want to know what our competitors are doing. But here’s the truth: what customers think you’re doing and what they think about you can be even more powerful.

Our clients often look for a clear reality check when they come to us. Is our brand resonating? What are our blind spots? How do we stack up? A good VOC study can answer all those questions, but only if it’s done right.

Let me explain how I approach these studies and share some lessons I’ve learned along the way.

Step 1: Choose the Right Method (Spoiler: Online Surveys Alone Aren’t Enough)

There are a few ways to conduct VOC research, such as online surveys, panels, focus groups, and even snail mail (please don’t). But when it comes to perception studies, conversation is king.

We’ve found that live, in-depth interviews, especially recruitment-based ones, deliver the most valuable insight. Why? Perception is nuanced. You need skilled interviewers who can ask “why,” explore the edges, and uncover the “how” behind each answer. Online forms just can’t do that.

That said, panels and focus groups can work too, depending on the audience. However, for most of our clients, especially in B2B, we hand-pick and recruit the right voices from the field.

Step 2: Keep It Tight and Balanced

Most of our perception interviews last 15 to 30 minutes. We keep the survey instrument focused and structured but leave room to probe where needed. Topics typically include:

• Which competitors are top of mind
• What they think about your product, service, or brand
• Strengths, weaknesses, and improvement ideas
• How they perceive the industry landscape

The trick is to balance open-ended and closed-ended questions. You want depth but need patterns and trends that help tell a story.

No longer doesn’t always mean better. One hour of unfocused feedback isn’t as useful as 20 minutes of well-directed insight.

Step 3: Focus on Quota Balance, Not Just Sample Size

Let’s be real, statistical validity sounds great until the price tag shows up. Most B2B VOC studies we run don’t aim for statistical significance; they aim for perspective.

Instead of chasing big numbers, I focus on quota balance. Are we hearing from a mix of buyers, influencers, and decision-makers? Are we covering key geographies and market segments? If yes, we’re getting what we need to tell a grounded, actionable story.

One note of caution: if you’re doing this internally, watch out for sample bias. Sales teams love to provide names, but those names are often customers who already love you. We make sure to include neutral and even unhappy voices, because they tell you what you won’t hear anywhere else.

Step 4: Deliver the Story Executives Actually Want

Once the interviews are in, our goal is simple: make the insights undeniable and usable.

I focus the executive summary on four things:

1. Who we talked to – Roles, counts, segments, etc.
2. Key takeaways – Clear, concise, no fluff
3. How you compare – Visuals showing your brand vs. competitors
4. What to do next – Suggested actions, ideally developed with impacted teams

If your executive summary is more than five pages, it’s probably too long. Unless you add charts, three is ideal, which I admit can push the count.

Step 5: Decide When (and How Often) to Run It

Perception studies aren’t just for launches or crises. Many of our clients run them annually or before key strategy shifts. Some even use them to track perception over time, especially after major product, service, or leadership changes.

If you measure perception changes, I recommend re-engaging at least 50% of your original respondents in the next round. Continuity helps spot fundamental shifts, not noise.

Final Thoughts

Perception studies aren’t about confirming what you want to hear. They’re about understanding how the market really sees you and using that truth to make smarter decisions.

When done right, these projects give marketing sharper messaging, product teams clearer direction, and leadership a rare glimpse into customer reality.

If you’re ever unsure how to get started or keep it real, I’m happy to help you think it through.