voc-research

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Extract Voice of Customer quotes from forums, reviews, and social media. Use when gathering customer language for copywriting, understanding pain points, or building messaging frameworks.

⭐1stars🔀0forks📁View on GitHub🕐Updated Dec 4, 2025
[Voice of Customer Insights]

When & Why to Use This Skill

The VOC Research skill is a specialized tool designed to automate the extraction of authentic, verbatim customer quotes from across the web, including Reddit, ProductHunt, and major review platforms. By focusing on the exact language customers use to describe their pain points, symptoms, and desired outcomes, this skill enables marketers and product teams to build data-driven messaging frameworks and high-converting copy that resonates deeply with their target audience.

Use Cases

  • Conversion Copywriting: Extracting exact phrases and 'gold' quotes from industry forums to craft landing page headlines that mirror the target customer's internal dialogue.
  • Market Research & Analysis: Systematically gathering raw feedback from TrustPilot and Google Reviews to identify recurring pain points and common frustrations with existing market solutions.
  • Messaging Framework Development: Identifying high-frequency 'Gold Pattern' language across multiple social sources to establish a brand's core positioning and unique value proposition.
  • Product Roadmap Prioritization: Analyzing 'Dream Outcome' quotes from potential users to understand which features or transformations are most highly valued by the community.
namevoc-research
descriptionExtract Voice of Customer quotes from forums, reviews, and social media. Use when gathering customer language for copywriting, understanding pain points, or building messaging frameworks.
allowed-toolsRead, Write, Bash, WebFetch, mcp__exa__web_search_exa, mcp__playwright__browser_snapshot

VOC Research Skill

Purpose

Extract EXACT customer quotes from real sources to inform conversion copywriting with authentic customer language.

Core Principle

Verbatim quotes only - Never summarize. Never paraphrase. Capture the exact words customers use.

Data Sources

  • Reddit (industry subreddits)
  • ProductHunt (for SaaS)
  • Google Reviews
  • TrustPilot
  • Facebook Groups
  • Industry Forums
  • Support Tickets (internal)

Quote Categories (Per Methodology)

1. Pain Points

What frustrates them, what's broken, what keeps them up at night. Look for: complaints, rants, "I hate when...", "Why can't...", "This is ridiculous..."

2. Symptoms

Observable problems they describe, what they notice going wrong. Look for: descriptions of issues, "I noticed...", "Whenever I...", "The problem is..."

3. Dream Outcomes

What they wish for, ideal scenarios, the transformation they want. Look for: "I wish...", "If only...", "Wouldn't it be great if...", "Imagine if..."

4. Failed Solutions

Things they've tried that didn't work, past disappointments. Look for: "I tried X but...", "Nothing works", "I've already done..."

5. Buying Decisions

What made them choose or not choose, decision factors. Look for: "What sold me was...", "I finally decided because...", "The reason I switched..."

Gold Pattern Detection

Quotes that appear 3+ times across sources are GOLD for messaging. These represent common customer language that resonates widely.

Actions

  1. Search forums/reviews for target industry
  2. Extract exact quotes (copy-paste, no editing)
  3. Categorize into 5 categories
  4. Identify patterns (frequency analysis)
  5. Mark gold quotes (3+ occurrences)
  6. Store in voc_research table

When to Use

  • Before writing any landing page copy
  • Before creating marketing campaigns
  • When updating brand messaging
  • During client onboarding
  • Before A/B test hypothesis creation

Integration Points

  • src/lib/agents/voc-research-agent.ts - Main agent
  • voc_research table - Storage
  • ConversionCopywritingEngine - Consumer

Output Format

{
  "quote": "Exact customer words here",
  "source": "reddit/r/smallbusiness",
  "category": "pain_point",
  "sentiment": -45,
  "keywords": ["invoice", "late", "chasing"],
  "is_gold": true
}

Quality Rules

  1. No AI-generated quotes - Must be real customer language
  2. Preserve typos and slang - Authenticity matters
  3. Include context - Where was this said? Why?
  4. Date quotes - Customer language evolves
  5. Verify sources - Cross-reference when possible
voc-research – AI Agent Skills | Claude Skills