What tools do you use for qualitative/VOC research or do you rely on good old fashioned interviews?

Focus groups and customer interviews are the optimal tools for voice of the customer research. We do leverage Qualtrics for specific survey feedback. It is critical to vet the key customer questions with the product and sales teams to ensure the feedback aligns to the specific goals of the research. We have leveraged our analyst relationships to gather voice of the customer feedback as well.

Nothing really beats just talking to people. There are tools out there like UserInterviews if you are trying to walk customers through product to get feedback, but if you are just looking to get insights, a zoom call interview is always a great way to do qualitative research. What is helpful is recording these sessions and using transcripts for analysis