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Customer Insights: New Product Development Orientation

Approx. 19 hours to complete

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Course Summary

This course provides an introduction to customer insights and how to use them to improve business strategies. Students will learn about various research methods, data analysis techniques, and how to apply customer insights to marketing, product development, and other business decisions.

Key Learning Points

Learn how to collect and analyze customer data using various research methods
Understand how customer insights can be used to improve business strategies
Gain practical skills in applying customer insights to marketing and product development

Learning Outcomes

Ability to collect and analyze customer data using various research methods
Skills in applying customer insights to marketing and product development
Understanding of how customer insights can be used to improve business strategies

Prerequisites or good to have knowledge before taking this course

Basic knowledge of marketing concepts
Familiarity with data analysis tools such as Excel

Course Difficulty Level

Intermediate

Course Format

Online self-paced
Video lectures
Quizzes and assignments

Similar Courses

Marketing Analytics
Marketing Strategy
Digital Marketing

Related Education Paths

Related Books

Description

This course is the first in the Customer Insights and New Product Development (CIPD) specialization. It will introduce learners to the tools and process of gathering customer insights for identifying and developing new product opportunities. Through an integrated set of five modules and hands-on project experiences, learners will acquire the knowledge and skills to turn their ideas gained from understanding customer needs into innovative new products.

Outline

MODULE 0: Orientation and Introduction to the Case Study Method
Welcome to Customer Insights: Orientation!
Case Method Analysis
Defining the Problem
Writing an Executive Summary
The BlackBerry Case
Syllabus
About the Discussion Forums
Updating Your Profile
Social Media
Module 0 Readings and Resources
About the Jeopardy Quiz
Orientation Quiz
Demographics Survey

MODULE 1: What Makes a Great New Product
Why New Products Fail
Why New Products Succeed
New Product Ideas
Module 1 Readings and Resources

MODULE 2: Product Development Customer Knowledge Requirement
Identifying Customer Needs
Stages in New Product Development
Steps in Customer Insight Research
The Kellogg's Case
Module 2 Readings and Resources

MODULE 3: Identifying the Voice of Your Customer
Identifying Customer Needs through Lead Users
Voice of the Customer (VOC)
House of Quality
Module 3 Readings and Resources

MODULE 4: Design Thinking and Customer Journey Maps
Design Thinking
Design Thinking Part 2
Mapping Customer Experiences
Creating Customer Personas
Creating Customer Journey Maps
Gies Online Programs
Module 4 Readings and Resources
Congratulations!
End of Course Survey

Summary of User Reviews

Discover the principles of customer insight and how to apply them to business strategy with this comprehensive course from Coursera. Students rave about the expert instructors and practical, real-world examples that make the material easy to understand and apply.

Key Aspect Users Liked About This Course

Many users appreciate the practical, real-world examples used in the course.

Pros from User Reviews

Expert instructors provide comprehensive coverage of the topic.
Course material is easy to understand and apply in real-world scenarios.
Highly engaging and interactive, with plenty of opportunities for discussion and collaboration.
Provides a deep understanding of customer behavior and how to use that information to drive business growth.

Cons from User Reviews

Some users felt that the course was too basic and did not provide enough in-depth information.
A few users felt that the course moved too quickly, making it difficult to keep up with the material.
Some users felt that the course was too focused on theory rather than practical application.
A few users felt that the course was too expensive compared to similar courses offered elsewhere.

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