Your customers already wrote the research. It's sitting in Reddit threads, Amazon reviews, and TikTok comments. Voice of customer research is collecting those words and turning them into angles, hooks, and objection-handling copy.
1,000+ comments per scrape, ranked into angles in about 60 seconds.
Voice of customer (VOC) is the sum of what customers say about a problem, a product, and the alternatives they tried: their pains, desires, and objections, in their own phrasing. VOC research is the work of collecting that language and ranking it, so the loudest, most repeated themes drive what you build and how you sell it.
The traditional toolkit is surveys, interviews, and focus groups. They work, but they are slow, expensive, and biased by the questions you ask. The faster source is unprompted language: comments and reviews customers wrote on their own, with nobody framing the question. That is where ad-ready phrasing lives, and each platform holds a different piece of it. Our study of 10.8 million customer comments maps which surface carries which stage of the buying conversation, and the voice of customer statistics page lists every figure in citable form.
One real customer quote per row, copied as written and linked to where it was posted, and the ad angle it becomes. This is the whole method in miniature: keep the customer's words, change the format.
“I've tried a professional trainer, a prong collar, a zapper-type collar, treats, praise, yelling, everything i heard about, read about - all with very little improvement.”
Amazon review, ultrasonic bark deterrent
Failed-alternatives angle: the buyer lists everything that did not work. The hook repeats that list, so the next frustrated dog owner sees their own history in it.
“My husband found this at a local discount store for about $10-$15 and bought it for our kids instead of a sprinkler. … Best child sprinkler ever! That was how we used it the past two years.”
Amazon reviews, motion-activated animal repellent
Unexpected-use angle: a garden pest repellent, used for two years as a kids’ sprinkler. Customers reveal a market the listing never mentions.
“I love it I'll buy another, but the Duracell batteries that came with it were dead. I almost returned it till I put different batteries in it.”
Amazon review, handheld milk frother
Objection angle: a returns problem that was really a setup problem. One line on the box insert and the product page telling buyers to swap the batteries stops this return.
Pull comments and reviews from the places your customers already talk: Reddit threads, Amazon reviews, TikTok and YouTube comments. No surveys, no interviews, no recruiting panels.
Look for repeated phrases, not one-off opinions. If twelve people describe the same problem the same way, that phrasing is your ad copy.
A pain mentioned in 40 comments beats a clever line mentioned once. Rank themes by how often they appear and how strongly people phrase them.
Keep the customer’s wording. “a prong collar, a zapper-type collar, treats, praise, yelling” from the first example above says more than “works when other methods fail” because dog owners recognize their own history in it.
Step 1 is the grind, so we automated it. Adlicio's Reddit comment scraper, Amazon review scraper, TikTok comment scraper, and YouTube comment scraper collect the raw language, and the research pipeline ranks it into angles for you.
For a detailed comparison, see our voice of customer tools guide. There is no single best VOC tool; there are four different jobs. Pick by where your customers actually talk.
Qualtrics, Medallia, SurveyMonkey
Ask customers structured questions at scale. Strong for CX programs and NPS tracking, but answers arrive in the company’s framing, not the customer’s natural words. Enterprise pricing.
Adlicio
Scrape what customers already wrote in public: Reddit, Amazon, TikTok, YouTube, app stores, review sites. Unprompted language, collected in minutes and ranked into ad-ready angles. Built for ad operators and DTC teams.
SparkToro, Brandwatch
Map where an audience hangs out and what it engages with. Useful for channel planning; lighter on the verbatim customer language you need for copy.
Gong, Chorus, support-inbox tagging
Mine sales calls and support tickets you already own. Excellent first-party signal if you have call volume; ecommerce brands with thin call volume get more from public comments.
Comparing audience-intelligence tools? See how Adlicio stacks up as a SparkToro alternative or browse all comparisons.
Voice of customer software usually means a survey and interview platform: you ask, people answer, the software counts. Voice of customer tools in the sense this page uses are the opposite direction: buyers already wrote what they think in reviews, comments and threads, and the tool collects and ranks it.
Adlicio does the second kind. The scrapers collect the comments and reviews for one product or topic. Listening keeps watching the same places on a schedule and alerts you when complaints appear. Neither one sends a survey.
Voice of customer (VOC) research is the practice of collecting what customers actually say about a problem or product, in their own words, and turning it into decisions: which pains to lead with, which objections to answer, which phrasing to use in ads and landing pages.
An Amazon review of a dog anxiety vest that says “Our only solution was to isolate and babysit him in a windowless media room until the storm passed, and at 3am nobody wants to be that babysitter” is voice of customer. It names the pain, the workaround the buyer tried, and the exact moment the problem appears. A strong ad reuses that phrasing almost verbatim. Read the review
Mine the places customers already talk: subreddit threads in your niche, Amazon and app-store reviews, TikTok and YouTube comments, Trustpilot and other review sites. Scraping tools collect thousands of these comments in minutes, which is faster and less biased than asking questions.
Social listening tracks brand mentions and sentiment trends over time. Voice of customer research goes deeper on the language itself: the exact phrases customers use for pains, desires, and objections, so you can reuse them in creative and copy.
It depends on where your customers talk. If you run CX surveys at enterprise scale, a platform like Qualtrics fits. If you write ads and need unprompted customer language fast, a comment and review miner like Adlicio gets you verbatims and ranked angles the same day, starting free.
Get started free. Scrape the comments, get ranked angles and hooks, keep the customer's words.
Free to start. No credit card.
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