In this episode, Shoshana Burgett the Director of Corporate Strategy and Customer Insights for X-Rite Pantone will be talking about the difference between validating questions and probing ones, explaining why you should never use the word 'Why' and discussing what are the different types of voice of the customer (VOC) activities there are out there, different ways of collecting them and actionable next steps to define your own VOC for your next project.