Voice of Market reports help you summarize what the market is saying by analyzing customer conversations, feedback, and insights at scale. This guide shows you how to use the Voice of Market template in Insight7.
Accessing the Voice of Market Report Template #
Step 1: Navigate to Templates #
- Login to your Insight7 account at https://insight7.io
- You’ll see two main options: Analyze and Templates
- Click on Templates
Step 2: Select Research Category #
- In the templates view, you’ll see different template categories
- Click on Research to see all research template types
- You’ll see five research categories:
- Market Research
- User Research
- Product Research
- Competitive Research
- CX Research
Step 3: Choose Market Research #
- Click on Market Research
- You’ll see various market research templates available
Step 4: Select Voice of Market Report #
- Find and click on Voice of Market Report
- You’ll see the description: “Summarize what the market is saying”
- This template is specifically designed to aggregate and synthesize market intelligence from customer conversations
Running Your Voice of Market Analysis #
Step 5: Upload Your Calls #
- Click Upload Files or the upload button
- Select the conversations you want to analyze
- Best files to upload:
- Customer interviews and discovery calls
- Sales conversations from prospects and customers
- Industry expert interviews
- Customer feedback sessions
- Win/loss interview recordings
- Market research interviews
- Conference or event conversations
- Customer advisory board meetings
- Support and success team calls
Tips for comprehensive Voice of Market reports:
- Upload conversations from the past 3-6 months for current insights
- Include diverse customer segments and personas
- Mix conversations from different industries (if applicable)
- Include both existing customers and prospects
- Add competitive evaluation conversations
- Upload 20+ conversations for statistically meaningful insights
Step 6: Run Analysis #
- Once your files are uploaded, click run analysis
- The system will process your conversations
- Wait for the analysis to complete
Using Voice of Market Reports Effectively #
For Product Strategy #
Product-Market Fit Validation
- Compare product capabilities against market needs
- Identify gaps between what you offer and what market wants
- Prioritize features based on frequency of mention
- Validate roadmap against real market demands
Innovation Planning
- Discover unmet needs for new product ideas
- Identify adjacent opportunities
- Understand evolving market requirements
- Spot white space in competitive landscape
For Go-to-Market Teams #
Marketing Strategy
- Build campaigns around top pain points
- Use customer language in all messaging
- Create content addressing market trends
- Develop persona-specific marketing programs
Sales Enablement
- Train teams on market needs and priorities
- Equip with objection-handling strategies
- Share competitive intelligence
- Provide customer language for conversations
For Leadership and Strategy #
Strategic Planning
- Ground strategy in real market intelligence
- Make investment decisions based on market signals
- Identify strategic opportunities and threats
- Validate business model against market reality
Board and Investor Updates
- Present data-backed market understanding
- Show customer-validated strategies
- Demonstrate market awareness and responsiveness
- Prove decision-making is market-informed
For Business Development #
Partnership Strategy
- Identify integration or partnership needs
- Understand ecosystem gaps
- Find complementary solution opportunities
- Validate partnership value with customer data
Market Expansion
- Identify new segments or verticals
- Understand requirements for new markets
- Validate expansion opportunities
- Assess competitive dynamics in new markets
Best Practices for Voice of Market Reports #
Regular Reporting Cadence #
Quarterly VoM Reports
- Run analysis every quarter for trend tracking
- Compare quarter-over-quarter changes
- Monitor market evolution
- Track if your actions are addressing market needs
Annual Comprehensive Reports
- Deep-dive analysis for strategic planning
- Year-over-year market comparison
- Long-term trend identification
- Major strategy validation and adjustment
Data Quality and Coverage #
Ensure Representative Sample
- Include minimum 20-30 conversations for reliability
- Cover diverse customer segments
- Mix different conversation types (sales, support, success)
- Include both customers and prospects
- Add competitive evaluation discussions
Keep Data Current
- Focus on conversations from last 3-6 months
- Markets change quickly—dated data misleads
- Run regular updates to stay current
- Archive historical reports for trend analysis
Action-Oriented Approach #
Don’t Just Report—Act
- Identify top 5 market insights requiring action
- Assign owners to each insight
- Create action plans with timelines
- Track progress and impact
- Share results with stakeholders
Cross-Functional Distribution
- Share with product, marketing, sales, and leadership
- Ensure all teams understand market reality
- Use as alignment tool across organization
- Make market intelligence accessible to all
Combine with Other Data Sources #
Triangulate Insights
- Cross-reference with quantitative data (surveys, analytics)
- Validate against industry reports and research
- Compare with sales pipeline data
- Check against customer success metrics
- Verify with competitive intelligence
Build Complete Picture
- VoM shows “what” and “why”
- Quantitative data shows “how much” and “how many”
- Combined view drives better decisions
Common Voice of Market Report Use Cases #
Product Launch Planning
- Validate market need and timing
- Understand competitive landscape
- Identify target segments
- Develop positioning and messaging
- Anticipate objections and concerns
Market Entry Decisions
- Assess market opportunity and fit
- Understand customer requirements
- Evaluate competitive intensity
- Identify go-to-market approach
- Validate business case
Competitive Response
- Understand why customers choose competitors
- Identify competitive strengths and weaknesses
- Find differentiation opportunities
- Develop counter-positioning
- Build competitive battlecards
Pricing and Packaging
- Understand value perception
- Identify must-have vs. nice-to-have features
- Gauge price sensitivity
- Validate packaging options
- Support pricing decisions with data
Content Marketing Strategy
- Identify topics that resonate with market
- Use customer language for SEO
- Address real pain points in content
- Build thought leadership around market trends
- Create persona-specific content programs
