{"id":611,"date":"2020-11-22T22:47:56","date_gmt":"2020-11-22T22:47:56","guid":{"rendered":"http:\/\/www.tgfrconsulting.com\/blog\/?p=611"},"modified":"2024-01-20T22:21:44","modified_gmt":"2024-01-20T22:21:44","slug":"transforming-user-input-into-true-user-needs","status":"publish","type":"post","link":"https:\/\/www.tgfrconsulting.com\/blog\/archived\/concept-creation\/transforming-user-input-into-true-user-needs\/","title":{"rendered":"Collecting VOC and VOB"},"content":{"rendered":"<div class=\"entry\">\n\n\n<p>Collecting the Voice of the Customer (VOC) and Voice of the Business (VOB) establishes the basis for concept development.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">VOC Development<\/h3>\n\n\n\n<p>VOC (voice of the customer) expresses the effect that a customer would like to have on his life\/environment for him to best perform his desired tasks. Creating good VOC includes<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Collecting the User Statements \u2013 gathering customer and user statements that relate to needs<\/li><li>Translating these customer and user statements into VOC, structure statements that define the desires of the customers and users<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Customers and Users<\/strong><\/h3>\n\n\n\n<p>Users are the non-business \u2018actors\u2019 using the device and are affiliated with the entities that purchase the product.&nbsp; Clinicians, patients and support staff should all be considered users.<\/p>\n\n\n\n<p>The individuals that purchase the product are the paying customers.&nbsp; Users influence the customers, providing guidance into the purchase.&nbsp;<\/p>\n\n\n\n<p>Customers includes the users of the product and those that pay for the product.&nbsp; Each group has needs and these needs must be identified and characterized.&nbsp; VOC translates these needs in a structured framework.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Customer and User Statements<\/strong><\/h3>\n\n\n\n<p>VOC development starts with customer and user engagements and interviews to collect information and statements that will become VOC.&nbsp; Most customers, when interviewed, state their needs in terms of solutions to the last problem encountered.&nbsp; As part of the user needs collection, conscious steps must be taken to identify statements that represent solutions.&nbsp;&nbsp; The VOC collection step transforms these customer solution statements to true user needs.<\/p>\n\n\n\n<p>Identification of solutions statements, as opposed to a statement of need, represents the first step in the process of collecting user needs.&nbsp; Solution statements often involve the word \u201cshould\u201d or \u201cmust\u201d, indicating that the statement is describing the behavior of the system.&nbsp; The recognition of a solution statement from the customer should prompt the developer\/interviewer to probe further with the customer to identify the true need.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Five Whys<\/h3>\n\n\n\n<figure class=\"wp-block-table is-style-stripes\"><table><tbody><tr><td><strong>User Statement<\/strong><\/td><td><strong>Question<\/strong><\/td><\/tr><tr><td><strong><em>The system must deliver a weight-based dose<\/em><\/strong><\/td><td>Why do you want a weight-based dose?<\/td><\/tr><tr><td>The dosing comes from the pharmacy as a weight-based dose<\/td><td>Why does it come from the pharmacy as a weight-based dose?<\/td><\/tr><tr><td>Because the Doctor Prescribes the dose as weight-based<\/td><td><\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p>The \u201cfive-why\u201d tool facilitates the process of driving to the true need. This iterative, question-asking technique explores the cause-and-effect relationships underlying a problem statement.&nbsp; This technique was originally developed to determine the root cause of a problem, but the basic principle of repeatedly driving for answers to a supporting \u201cwhy\u201d question works just as effectively determine a true user need statement. Each question forms the basis of the next question.&nbsp; The following table demonstrates the application of the &#8220;five-why&#8221; tool.<\/p>\n\n\n\n<p>With this series of questions, successive \u201cwhys\u201d have provided the true user need as the following statement:<\/p>\n\n\n\n<p><em><strong>I need the patient to receive the exact prescription as ordered by the doctor.<\/strong><\/em><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Developing True User Needs Statements<\/strong><\/h3>\n\n\n\n<p>Following the collection process, the collected needs statements are transformed to effective user need statements.&nbsp; The following are good rules for an effective user need statement.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>The statement must reflect the customer\u2019s definition of value<\/strong> \u2013 value must be defined and measured from the customer\u2019s perspective<\/li><li><strong>The statement must have universal acceptance<\/strong> \u2013 it should be relevant to all customers<\/li><li><strong>The statement must be relevant now and in the future<\/strong><\/li><li><strong>The statement must prompt a course of<\/strong> <strong>action<\/strong> \u2013 statements such as \u201cit must be more reliable\u201d or \u201ceasy to use\u201d will not define a course of action.<\/li><li><strong>The statement must not be open to interpretation<\/strong><\/li><li><strong>The statement itself shall not confound the way it or other statements are prioritized<\/strong> \u2013 be careful that the statements do not overlap.<\/li><\/ul>\n\n\n\n<p>To ensure that the final user need statements do conflict or overlap, the collected statements should be reduced to a succinct set of 10-15 user needs.&nbsp; Creating more than 10-15 user need statements impacts subsequent steps that rely on the user needs, diluting the process of identifying the critical parameters for a successful design.&nbsp; After the interview process, the user need statements should go through a consolidation pass to reach a final list a 10-15 distinct statements.<\/p>\n\n\n\n<p>An affinity exercise effectively consolidates collected statements into the final list of 10-15 distinct user need statements.&nbsp; In an affinity exercise, similar statements are grouped on a whiteboard or wall.&nbsp; This grouping is then consolidated into a single, summary user need statement, structured to follow the rules for an effective user need statement.&nbsp;<\/p>\n\n\n\n<p>Once all the collected statements have been grouped, summarized and translated to effective user needs statements, a scoring process engages customers and users to:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Score current product performance.&nbsp; This may be a competitor\u2019s or the organizations current product<\/li><li>Establish a score for best-in-class performance against the user needs statements.&nbsp;<\/li><\/ul>\n\n\n\n<p>Scoring should use a Likert scale.&nbsp; The scale should be a 1-10 range, with 10 as the maximum. &nbsp;Following scoring, compile the scaled results into a radar chart mapping needs to performance, as shown below.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"607\" src=\"http:\/\/www.tgfrconsulting.com\/blog\/wp-content\/uploads\/2020\/08\/Blog-3-Figure-3-1024x607.png\" alt=\"Radar Chart for the determination of current, target and best in class performance against the user needs\" class=\"wp-image-612\" srcset=\"https:\/\/www.tgfrconsulting.com\/blog\/wp-content\/uploads\/2020\/08\/Blog-3-Figure-3-1024x607.png 1024w, https:\/\/www.tgfrconsulting.com\/blog\/wp-content\/uploads\/2020\/08\/Blog-3-Figure-3-300x178.png 300w, https:\/\/www.tgfrconsulting.com\/blog\/wp-content\/uploads\/2020\/08\/Blog-3-Figure-3-768x456.png 768w, https:\/\/www.tgfrconsulting.com\/blog\/wp-content\/uploads\/2020\/08\/Blog-3-Figure-3-1536x911.png 1536w, https:\/\/www.tgfrconsulting.com\/blog\/wp-content\/uploads\/2020\/08\/Blog-3-Figure-3-2048x1215.png 2048w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><figcaption><br><\/figcaption><\/figure>\n\n\n\n<p>In situations where competition (or lack of competition) may impact collecting best-in-class scores, a different best-in-class scoring technique can be applied.&nbsp; In this situation, the user should be asked to provide the top score against a user need by considering any piece of equipment in the use area.&nbsp; With this technique, it is very likely that the best-in-class score for each user need will be associated with a different device.&nbsp; This technique will allow devices without competition to find an applicable best-in-class score.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Further Reading<\/strong><\/h3>\n\n\n\n<figure class=\"wp-block-table\"><table><tbody><tr><td>Topic<\/td><td>Reference<\/td><\/tr><tr><td>Five Whys<\/td><td>Wilson, B. (n.d.). <em>Five-by-five Whys<\/em>. Retrieved from The<br>             Rootisserie: <a href=\"http:\/\/www.bill-wilson.net\/b73\">http:\/\/www.bill-wilson.net\/b73<\/a><\/td><\/tr><tr><td>Affinity Diagrams<\/td><td>Tague, N. R. (2004). QThe Quality Toolbox. In N. R. Tague. Retreived from:  <a href=\"http:\/\/asq.org\/learn-about-quality\/idea-creation-tools\/overview\/affinity.html\">http:\/\/asq.org\/learn-about-quality\/idea-creation-tools\/overview\/affinity.html<\/a><\/td><\/tr><tr><td>Likert Scales <\/td><td><br>Vanek, C. (2012, April 24). <em>Likert Scale \u2013 What is it? When to Use it? How to Analyze it?<\/em> Retrieved from SurveyGizmo: <a href=\"http:\/\/www.surveygizmo.com\/survey-blog\/likert-scale-what-is-it-how-to-analyze-it-and-when-to-use-it\/\">http:\/\/www.surveygizmo.com\/survey-blog\/likert-scale-what-is-it-how-to-analyze-it-and-when-to-use-it\/<\/a><\/td><\/tr><tr><td>User Need Statements<\/td><td><br>Bettencourt, A. W. (Spring 2008). Giving Customers a Fair Hearing. <em>MIT Sloan Management Review<\/em>, Vol 49 NO 3.<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n<\/div>","protected":false},"excerpt":{"rendered":"<p>Translating the Voice of the Customer (VOC) and Voice of the Business (VOB) into needs statements is critical to building the right product<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[61,3],"tags":[33,34,35],"class_list":{"0":"post-611","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-archived","7":"category-concept-creation","8":"tag-user-needs","9":"tag-vob","10":"tag-voc","11":"anons"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Collecting VOC and VOB - TGFR Consulting LLC<\/title>\n<meta name=\"description\" content=\"Collecting the Voice of the Customer (VOC) and Voice of the Business (VOB) is critical to defining the needs statements necessary for building the right product. Understand how to transform user input into an effective set of user needs.%\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.tgfrconsulting.com\/blog\/archived\/concept-creation\/transforming-user-input-into-true-user-needs\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Collecting VOC and VOB - TGFR Consulting LLC\" \/>\n<meta property=\"og:description\" content=\"Collecting the Voice of the Customer (VOC) and Voice of the Business (VOB) is critical to defining the needs statements necessary for building the right product. Understand how to transform user input into an effective set of user needs.%\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.tgfrconsulting.com\/blog\/archived\/concept-creation\/transforming-user-input-into-true-user-needs\/\" \/>\n<meta property=\"og:site_name\" content=\"TGFR Consulting LLC\" \/>\n<meta property=\"article:published_time\" content=\"2020-11-22T22:47:56+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-01-20T22:21:44+00:00\" \/>\n<meta property=\"og:image\" content=\"http:\/\/www.tgfrconsulting.com\/blog\/wp-content\/uploads\/2020\/08\/Blog-3-Figure-3-1024x607.png\" \/>\n<meta name=\"author\" content=\"John Howells\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"John Howells\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.tgfrconsulting.com\/blog\/archived\/concept-creation\/transforming-user-input-into-true-user-needs\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.tgfrconsulting.com\/blog\/archived\/concept-creation\/transforming-user-input-into-true-user-needs\/\"},\"author\":{\"name\":\"John Howells\",\"@id\":\"https:\/\/www.tgfrconsulting.com\/blog\/#\/schema\/person\/c95f178c9706582822ab93f4699a1bf8\"},\"headline\":\"Collecting VOC and VOB\",\"datePublished\":\"2020-11-22T22:47:56+00:00\",\"dateModified\":\"2024-01-20T22:21:44+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.tgfrconsulting.com\/blog\/archived\/concept-creation\/transforming-user-input-into-true-user-needs\/\"},\"wordCount\":1012,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.tgfrconsulting.com\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.tgfrconsulting.com\/blog\/archived\/concept-creation\/transforming-user-input-into-true-user-needs\/#primaryimage\"},\"thumbnailUrl\":\"http:\/\/www.tgfrconsulting.com\/blog\/wp-content\/uploads\/2020\/08\/Blog-3-Figure-3-1024x607.png\",\"keywords\":[\"User Needs\",\"VOB\",\"VOC\"],\"articleSection\":[\"Archive\",\"Concept Creation\"],\"inLanguage\":\"en\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.tgfrconsulting.com\/blog\/archived\/concept-creation\/transforming-user-input-into-true-user-needs\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.tgfrconsulting.com\/blog\/archived\/concept-creation\/transforming-user-input-into-true-user-needs\/\",\"url\":\"https:\/\/www.tgfrconsulting.com\/blog\/archived\/concept-creation\/transforming-user-input-into-true-user-needs\/\",\"name\":\"Collecting VOC and VOB - TGFR Consulting LLC\",\"isPartOf\":{\"@id\":\"https:\/\/www.tgfrconsulting.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.tgfrconsulting.com\/blog\/archived\/concept-creation\/transforming-user-input-into-true-user-needs\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.tgfrconsulting.com\/blog\/archived\/concept-creation\/transforming-user-input-into-true-user-needs\/#primaryimage\"},\"thumbnailUrl\":\"http:\/\/www.tgfrconsulting.com\/blog\/wp-content\/uploads\/2020\/08\/Blog-3-Figure-3-1024x607.png\",\"datePublished\":\"2020-11-22T22:47:56+00:00\",\"dateModified\":\"2024-01-20T22:21:44+00:00\",\"description\":\"Collecting the Voice of the Customer (VOC) and Voice of the Business (VOB) is critical to defining the needs statements necessary for building the right product. Understand how to transform user input into an effective set of user needs.%\",\"breadcrumb\":{\"@id\":\"https:\/\/www.tgfrconsulting.com\/blog\/archived\/concept-creation\/transforming-user-input-into-true-user-needs\/#breadcrumb\"},\"inLanguage\":\"en\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.tgfrconsulting.com\/blog\/archived\/concept-creation\/transforming-user-input-into-true-user-needs\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en\",\"@id\":\"https:\/\/www.tgfrconsulting.com\/blog\/archived\/concept-creation\/transforming-user-input-into-true-user-needs\/#primaryimage\",\"url\":\"https:\/\/www.tgfrconsulting.com\/blog\/wp-content\/uploads\/2020\/08\/Blog-3-Figure-3.png\",\"contentUrl\":\"https:\/\/www.tgfrconsulting.com\/blog\/wp-content\/uploads\/2020\/08\/Blog-3-Figure-3.png\",\"width\":3625,\"height\":2150},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.tgfrconsulting.com\/blog\/archived\/concept-creation\/transforming-user-input-into-true-user-needs\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.tgfrconsulting.com\/blog\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Collecting VOC and VOB\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.tgfrconsulting.com\/blog\/#website\",\"url\":\"https:\/\/www.tgfrconsulting.com\/blog\/\",\"name\":\"TGFR Consulting LLC\",\"description\":\"Transforming Medical Device Development\",\"publisher\":{\"@id\":\"https:\/\/www.tgfrconsulting.com\/blog\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.tgfrconsulting.com\/blog\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/www.tgfrconsulting.com\/blog\/#organization\",\"name\":\"TGFR Consulting LLC\",\"url\":\"https:\/\/www.tgfrconsulting.com\/blog\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en\",\"@id\":\"https:\/\/www.tgfrconsulting.com\/blog\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/www.tgfrconsulting.com\/blog\/wp-content\/uploads\/2024\/11\/TGFR_Consulting.png\",\"contentUrl\":\"https:\/\/www.tgfrconsulting.com\/blog\/wp-content\/uploads\/2024\/11\/TGFR_Consulting.png\",\"width\":183,\"height\":103,\"caption\":\"TGFR Consulting LLC\"},\"image\":{\"@id\":\"https:\/\/www.tgfrconsulting.com\/blog\/#\/schema\/logo\/image\/\"},\"sameAs\":[\"http:\/\/www.linkedin.com\/in\/tgfrobinson\"]},{\"@type\":\"Person\",\"@id\":\"https:\/\/www.tgfrconsulting.com\/blog\/#\/schema\/person\/c95f178c9706582822ab93f4699a1bf8\",\"name\":\"John Howells\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en\",\"@id\":\"https:\/\/www.tgfrconsulting.com\/blog\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/3373d396c593ac7bd17289913e70c29bbd64523d62e849b4debcc24e6be0b621?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/3373d396c593ac7bd17289913e70c29bbd64523d62e849b4debcc24e6be0b621?s=96&d=mm&r=g\",\"caption\":\"John Howells\"}}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Collecting VOC and VOB - TGFR Consulting LLC","description":"Collecting the Voice of the Customer (VOC) and Voice of the Business (VOB) is critical to defining the needs statements necessary for building the right product. Understand how to transform user input into an effective set of user needs.%","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.tgfrconsulting.com\/blog\/archived\/concept-creation\/transforming-user-input-into-true-user-needs\/","og_locale":"en_US","og_type":"article","og_title":"Collecting VOC and VOB - TGFR Consulting LLC","og_description":"Collecting the Voice of the Customer (VOC) and Voice of the Business (VOB) is critical to defining the needs statements necessary for building the right product. Understand how to transform user input into an effective set of user needs.%","og_url":"https:\/\/www.tgfrconsulting.com\/blog\/archived\/concept-creation\/transforming-user-input-into-true-user-needs\/","og_site_name":"TGFR Consulting LLC","article_published_time":"2020-11-22T22:47:56+00:00","article_modified_time":"2024-01-20T22:21:44+00:00","og_image":[{"url":"http:\/\/www.tgfrconsulting.com\/blog\/wp-content\/uploads\/2020\/08\/Blog-3-Figure-3-1024x607.png","type":"","width":"","height":""}],"author":"John Howells","twitter_card":"summary_large_image","twitter_misc":{"Written by":"John Howells","Est. reading time":"5 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.tgfrconsulting.com\/blog\/archived\/concept-creation\/transforming-user-input-into-true-user-needs\/#article","isPartOf":{"@id":"https:\/\/www.tgfrconsulting.com\/blog\/archived\/concept-creation\/transforming-user-input-into-true-user-needs\/"},"author":{"name":"John Howells","@id":"https:\/\/www.tgfrconsulting.com\/blog\/#\/schema\/person\/c95f178c9706582822ab93f4699a1bf8"},"headline":"Collecting VOC and VOB","datePublished":"2020-11-22T22:47:56+00:00","dateModified":"2024-01-20T22:21:44+00:00","mainEntityOfPage":{"@id":"https:\/\/www.tgfrconsulting.com\/blog\/archived\/concept-creation\/transforming-user-input-into-true-user-needs\/"},"wordCount":1012,"commentCount":0,"publisher":{"@id":"https:\/\/www.tgfrconsulting.com\/blog\/#organization"},"image":{"@id":"https:\/\/www.tgfrconsulting.com\/blog\/archived\/concept-creation\/transforming-user-input-into-true-user-needs\/#primaryimage"},"thumbnailUrl":"http:\/\/www.tgfrconsulting.com\/blog\/wp-content\/uploads\/2020\/08\/Blog-3-Figure-3-1024x607.png","keywords":["User Needs","VOB","VOC"],"articleSection":["Archive","Concept Creation"],"inLanguage":"en","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/www.tgfrconsulting.com\/blog\/archived\/concept-creation\/transforming-user-input-into-true-user-needs\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/www.tgfrconsulting.com\/blog\/archived\/concept-creation\/transforming-user-input-into-true-user-needs\/","url":"https:\/\/www.tgfrconsulting.com\/blog\/archived\/concept-creation\/transforming-user-input-into-true-user-needs\/","name":"Collecting VOC and VOB - TGFR Consulting LLC","isPartOf":{"@id":"https:\/\/www.tgfrconsulting.com\/blog\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.tgfrconsulting.com\/blog\/archived\/concept-creation\/transforming-user-input-into-true-user-needs\/#primaryimage"},"image":{"@id":"https:\/\/www.tgfrconsulting.com\/blog\/archived\/concept-creation\/transforming-user-input-into-true-user-needs\/#primaryimage"},"thumbnailUrl":"http:\/\/www.tgfrconsulting.com\/blog\/wp-content\/uploads\/2020\/08\/Blog-3-Figure-3-1024x607.png","datePublished":"2020-11-22T22:47:56+00:00","dateModified":"2024-01-20T22:21:44+00:00","description":"Collecting the Voice of the Customer (VOC) and Voice of the Business (VOB) is critical to defining the needs statements necessary for building the right product. Understand how to transform user input into an effective set of user needs.%","breadcrumb":{"@id":"https:\/\/www.tgfrconsulting.com\/blog\/archived\/concept-creation\/transforming-user-input-into-true-user-needs\/#breadcrumb"},"inLanguage":"en","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.tgfrconsulting.com\/blog\/archived\/concept-creation\/transforming-user-input-into-true-user-needs\/"]}]},{"@type":"ImageObject","inLanguage":"en","@id":"https:\/\/www.tgfrconsulting.com\/blog\/archived\/concept-creation\/transforming-user-input-into-true-user-needs\/#primaryimage","url":"https:\/\/www.tgfrconsulting.com\/blog\/wp-content\/uploads\/2020\/08\/Blog-3-Figure-3.png","contentUrl":"https:\/\/www.tgfrconsulting.com\/blog\/wp-content\/uploads\/2020\/08\/Blog-3-Figure-3.png","width":3625,"height":2150},{"@type":"BreadcrumbList","@id":"https:\/\/www.tgfrconsulting.com\/blog\/archived\/concept-creation\/transforming-user-input-into-true-user-needs\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.tgfrconsulting.com\/blog\/"},{"@type":"ListItem","position":2,"name":"Collecting VOC and VOB"}]},{"@type":"WebSite","@id":"https:\/\/www.tgfrconsulting.com\/blog\/#website","url":"https:\/\/www.tgfrconsulting.com\/blog\/","name":"TGFR Consulting LLC","description":"Transforming Medical Device Development","publisher":{"@id":"https:\/\/www.tgfrconsulting.com\/blog\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.tgfrconsulting.com\/blog\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en"},{"@type":"Organization","@id":"https:\/\/www.tgfrconsulting.com\/blog\/#organization","name":"TGFR Consulting LLC","url":"https:\/\/www.tgfrconsulting.com\/blog\/","logo":{"@type":"ImageObject","inLanguage":"en","@id":"https:\/\/www.tgfrconsulting.com\/blog\/#\/schema\/logo\/image\/","url":"https:\/\/www.tgfrconsulting.com\/blog\/wp-content\/uploads\/2024\/11\/TGFR_Consulting.png","contentUrl":"https:\/\/www.tgfrconsulting.com\/blog\/wp-content\/uploads\/2024\/11\/TGFR_Consulting.png","width":183,"height":103,"caption":"TGFR Consulting LLC"},"image":{"@id":"https:\/\/www.tgfrconsulting.com\/blog\/#\/schema\/logo\/image\/"},"sameAs":["http:\/\/www.linkedin.com\/in\/tgfrobinson"]},{"@type":"Person","@id":"https:\/\/www.tgfrconsulting.com\/blog\/#\/schema\/person\/c95f178c9706582822ab93f4699a1bf8","name":"John Howells","image":{"@type":"ImageObject","inLanguage":"en","@id":"https:\/\/www.tgfrconsulting.com\/blog\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/3373d396c593ac7bd17289913e70c29bbd64523d62e849b4debcc24e6be0b621?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/3373d396c593ac7bd17289913e70c29bbd64523d62e849b4debcc24e6be0b621?s=96&d=mm&r=g","caption":"John Howells"}}]}},"_links":{"self":[{"href":"https:\/\/www.tgfrconsulting.com\/blog\/wp-json\/wp\/v2\/posts\/611","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.tgfrconsulting.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.tgfrconsulting.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.tgfrconsulting.com\/blog\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.tgfrconsulting.com\/blog\/wp-json\/wp\/v2\/comments?post=611"}],"version-history":[{"count":11,"href":"https:\/\/www.tgfrconsulting.com\/blog\/wp-json\/wp\/v2\/posts\/611\/revisions"}],"predecessor-version":[{"id":730,"href":"https:\/\/www.tgfrconsulting.com\/blog\/wp-json\/wp\/v2\/posts\/611\/revisions\/730"}],"wp:attachment":[{"href":"https:\/\/www.tgfrconsulting.com\/blog\/wp-json\/wp\/v2\/media?parent=611"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.tgfrconsulting.com\/blog\/wp-json\/wp\/v2\/categories?post=611"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.tgfrconsulting.com\/blog\/wp-json\/wp\/v2\/tags?post=611"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}