This template analyzes qualitative voice-of-customer (VOC) data to identify unmet market needs.
Upload interviews, support calls, or surveys and get a quote-backed report of opportunities customers want — but can’t find in current solutions.
Trend reports are helpful — but your customers are already telling you what they need.
This template helps you turn that raw, messy feedback into a usable, prioritized market needs report.
Definition: Market needs are recurring patterns in customer language that reveal missing functionality, underserved problems, or opportunities to create value — extracted from VOC data, not just assumptions.
| Benefit | Description | Impact |
|---|---|---|
| Evidence-Based Insight | Know what users actually need — not just what’s trending | Guide roadmap and positioning |
| Strategic Prioritization | See which needs have market demand | Focus on value, not noise |
| Competitive Opportunity | Find what no one else is solving | Create differentiation |
| Stakeholder Alignment | Show proof with quotes to justify market focus | Speed up strategic buy-in |
Product Strategists — Identify high-priority feature opportunities
GTM Teams — Spot emerging needs before competitors do
Founders — Validate market direction directly from users
Marketing Research Leads — Ground market assumptions in VOC data
Yes. You’ll likely discover new or under-appreciated jobs that weren’t on your radar.
“This surfaced two product needs that none of our competitor tools solved. We shifted our roadmap and won a whole new segment.”
— Katie Branch, VP, Interprofessional Education
