UX Research Spotlight: Voice of Customer

Written by Abi Hough

14th September 2020

5 minutes

Can you hear me?!

Well, that depends on whether or not your listening – right? Voice of Customer UX research provides the necessary tool kit to be able to do exactly that. It allows you to gather the thoughts and feelings of your users / customers / prospects and is remarkably good at furnishing you with valuable insights into what they’re thinking. But you’ve got to ask the right questions in the right way (more about that in another post).

For now, lets have a quick break down of the types of Voice of Customer research that you can carry out.

Intent Surveys

To put this into real world terms, these are a bit like the waiter/ress that comes back to check how your meal is 5 minutes after you’ve been served in a restaurant.

Intent surveys are usually shown to a current visitor at a particular point in their journey that is of interest to you. For example, you may show an intent survey on a cart page if you want to figure out what’s holding someone back from making a purchase if they have been dithering for several minutes.

Snap Polls

If you don’t want a full on intent survey, a snap poll provides a quick way to pose a single question to your audience. They can allow you to gauge opnions quickly. But, much like those snap polls they do at election time, they are not always indicative of the true result and therefore should be used along side other ux research to triangulate or confirm a particular issue.


Asking for feedback is a more specialised way understanding your customers on a more individualised and personal basis. There are various studies touting whether feedback should be gathered anonlymously or not, but in general requesting feedback from a known audience can provide more accurate data to identify and improve on key metrics. It also means you know who you’ve asked for feedback already and you can make a judgement call on how relevant a particular persons responses are to the business. For example, requesting feedback from a one hit wonder customer about their thoughts on a process may not be as relevant to the business as requesting the same feedback from a customer who has repeated that processes time and time again.

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