The Key to Successful VOC in Agile Teams

The Key to Successful VOC in Agile Teams

PDMA Minnesota | May 17, 2023


This session covers the pillars of conducting effective VOC within agile teams: planning, interview questions and backlog prioritization.

The most successful products and services address important, unmet customer needs. Systematic Voice of the Customer methodologies reduce the risk of new product failure and optimize product launch. Increasingly teams are employing VOC needs assessment throughout the product development funnel. What was once an activity dedicated to the fuzzy front end of innovation now has a place in concept testing, prototype development and even launch. As organizations adopt agile frameworks, there’s often a struggle to understand how systematic VOC can fit within iterative, fast-paced processes. Traditional VOC methods can be adapted to fit with quicker timelines, increased iterations and an ever-changing backlog. In this session understand the pillars of conducting effective VOC within agile teams, including planning, interview question development and backlog prioritization.

Session attendees will learn about planning, interview question development, and backlog prioritization. This session will especially be useful for organizations who want to fit systematic VOC within iterative, fast-paced processes.


  • 5:30-6:00 - Virtual Networking
  • 6:00-6:10 - Introductions
  • 6:10-6:50 - Presentation
  • 6:50-7:00 - Q&A
  • 7:00 - Adjourn

About the Speaker

Kristyn CorriganKristyn Corrigan, Principal and co-owner, Applied Marketing Science

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.

In her nearly 20 years of product development consulting experience, Kristyn has led and designed customer insights engagements for leading global B2B and consumer brands. She specializes in helping companies not only understand stated and latent customer needs through in-depth interviewing and ethnographic observation, but also with how to measure their criticality to innovation.

In addition to consulting work, Kristyn trains companies to create and implement their own in-house insights and Voice of the Customer programs. Her published work has been featured in Fast Company and Marketing News. She has guest lectured at several institutions, including the MIT Sloan School of Management.

Professionally, Kristyn is most energized when she’s helping clients uncover meaningful customer insights that change the way they think and that create real business impact.

What did you think of this post?

Start a conversation with your peers by posting to our kHUB Discussion board! Browse trending posts and reply to other thought leaders OR start your own discussion by clicking "Post New Message."

Start a Discussion

If you don't have an account with us, create a guest account or become a member today and receive exclusive access to all PDMA member benefits. Please note that both members and non-members are welcome to participate in the kHUB.

Get Involved in the kHUB ad