Voice of Customer: understanding the real need behind your innovation

A great idea does not automatically become a successful product. Long before questions of scale, manufacturing, or investment arise, one fundamental question must be answered: Does anyone actually want it?

Do you remember the Amazon Fire Phone? Maybe not, because it is a perfect example of an expensive failure to enter a new market. Launched in 2014, it was an ambitious attempt to enter the smartphone market—but it never gained traction. Amazon reportedly wrote off around $170 million, in part because the phone didn’t offer any compelling reason for customers to switch from already established alternatives. With earlier proper customer research, the company might have avoided significant cost, time, and reputational impact.

Understanding customer needs, purchasing behaviour, and market dynamics can be the difference between an innovation that thrives and one that never finds traction. That strategic insight helps organisations decide whether an opportunity is worth further time and investment — and, where to focus their efforts for the greatest chance of success.

At Strategic Allies Ltd (SAL), we help organisations answer these questions through qualitative business-to-business Voice of Customer (VoC) studies. Demand for these projects continues to grow, as organisations recognise the value of direct, evidence‑based insight into real market needs and opportunities.

 

What is a SAL Voice of Customer study (VoC)?

Our Voice of Customer studies capture the perspectives of existing or potential customers, along with the thoughts of key opinion leaders in a sector. Through structured engagement, SAL uncovers what customers truly value, where current solutions fall short, and what would be required for them to adopt something new.

Rather than relying on artificial intelligence (AI), assumptions or internal opinions, our Voice of Customer studies provide first‑hand market intelligence that supports confident decision‑making.

 

Who are the SAL Voice of Customer studies for?

Companies

The SAL Voice of Customer studies are particularly valuable for B2B companies looking to scale a proof‑of‑concept or enter new markets but don’t have the time or resources to explore these questions themselves. Building deep sector understanding often takes years of experience; Our Voice of Customers allow organisations to rapidly climb that learning curve and reduce commercial risk when moving into unfamiliar territory.

Recently, one of our clients, a manufacturer of high-performance lubricants, wanted to understand the scale of the opportunity for biodegradable gear oils in the wind industry. The VoC incorporated insights from across the supply chain (from gearbox manufacturers to power operators), helping to inform their market access strategy and providing potential introductions for interested organisations. (to read more, have a look at the case study: Identifying and appraising opportunities for high performance oils in the wind industry)

Another project involved a European client who wished to assess market receptivity for a sustainably produced chemical, customers interested in trials and future adoption (Market readiness for a sustainable chemical).

Academics and research organisations

For researchers exploring the commercial potential of their work, the SAL Voice of Customer studies help identify where a technology is most likely to succeed. Findings can strengthen funding applications by demonstrating validated demand, a credible route to market, and early customer interest.

A university technology transfer office used a SAL Voice of Customer study to understand industry requirements, partnership opportunities, and the realistic market potential for a novel quantum computing device. You may read the case study here: Refining the commercialisation strategy for a novel quantum computing device.

A film school similarly explored interest in new service offerings for analogue filmmakers, identifying key customer pain points. (To read more see the case study: Services for analogue filmmakers).

Start‑ups and spin‑outs

Early‑stage companies often need to pivot, refine their value proposition, or identify new market segments. Again, the SAL Voice of Customer studies provide the external perspective needed to make those decisions with confidence, increasing the likelihood of long‑term success.

 

How Strategic Allies Ltd (SAL) delivers Voice of Customer studies

While every project is different, SAL’s VoCs typically combine primary and secondary research to provide a robust, balanced view.

Primary research

Our PhD-qualified team conducts in‑depth interviews with potential customers, end-users, and key opinion leaders. Multiple conversations are held across the value chain to build a nuanced understanding of customer needs, constraints, and decision‑making processes. We leverage our large network of contacts built up over the years to find the right organisations and the right people to engage with.

Secondary research

Desk‑based research complements these insights by profiling current competitors, mapping alternative technologies, and capturing relevant information from multiple sources.

This combined approach ensures our clients receive actionable insight grounded in both real‑world perspectives and wider market context.

Our VoCs can be delivered as a standalone piece of work or as part of a broader market or technology assessment. For example, SAL recently guided a specialty chemical company who wanted to diversify into electronic materials and engaged with customers across multiple electronics markets to identify unmet needs and prioritise high-potential opportunities. A VoC was one component of a wider market landscape (see: Evaluating the market opportunity for electronic materials).

 

Working with Strategic Allies Ltd (SAL)

The SAL’s Voice of Customer studies don’t just provide interesting insights, they help organisations make better, lower-risk decisions about where to invest time and money. SAL can help reduce uncertainty and give you a clearer foundation for your commercialisation strategy.

If you would like to learn more about what we offer, are considering undertaking a Voice of Customer project, or would like our services written into a grant proposal, please contact John Allies at john@strategicallies.co.uk or Sophie Graves at sophie@strategicallies.co.uk for an introductory conversation.