To address the objectives, a total of 7 in-depth 1-on-1 interviews were completed by telephone as part of a Voice of Customer (VoC) market research study. Each interview lasted approximately 45 minutes each. The targeted participants were decision-makers who sought engineering and design services. This was front-line executives engaged in the oversight of RFPs. Interview participants included several Fortune 50 and Fortune 500 executives across the United States.
The process for VoC starts with a kickoff meeting followed by a work plan, draft interview guide, contact list exchange, invitations, reminders, fieldwork, analysis, and finishes with reporting.