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Customer Insights: Quantitative Techniques

Approx. 14 hours to complete

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Course Summary

This course teaches students how to use data to gain insights about customer behavior and improve marketing strategies. Students will be introduced to quantitative analysis techniques and tools for customer data.

Key Learning Points

Learn how to use data to gain insights into customer behavior
Discover quantitative analysis techniques and tools for customer data
Improve marketing strategies based on customer insights

Learning Outcomes

Ability to use data to gain insights into customer behavior
Understanding of quantitative analysis techniques for customer data
Improved marketing strategies based on customer insights

Prerequisites or good to have knowledge before taking this course

Basic knowledge of statistics
Familiarity with Excel or other spreadsheet software

Course Difficulty Level

Intermediate

Course Format

Online
Self-paced

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Description

This course will highlight the potential of quantitative marketing research for assessing new product opportunities. In addition to focusing on the skills and practices for a successful New Product Development (NPD), the course will illustrate the multi-faceted challenges of NPD using authentic business situations. The first module will provide business practice foundations to help learners devise creative solutions to problems using a design-thinking framework. Learners will experience the idea creation process and then apply the role of surveys for evaluating consumer responses to an idea before introducing a product to market. The second module will explore the technique of conjoint analysis for quantifying the customer benefits, customer values, and the trade-off he or she is willing to make between the price of the product and desired features of the product or service. Concept testing identifies perceptions, wants, and needs of a product or service as the foundation of targeting and positioning a product in the marketplace. The third module will describe a multitude of tools for assessing technology readiness and defining the product features to target the key customer need requirements. Learners will hear an in-depth interview with one of the leading U.S. business executives on the management challenges of innovation. Learners will develop a survey (with appropriate data privacy agreements) and analyze the data for decisions about the pricing and positioning a new product into a focused market. The fourth module will illustrate the use of the tools to create a sales and pricing forecast for a new product. Three new product ideas representing three different types of market unknowns will be analyzed using market research tools. Upon completion of this course, the learner will have defined and redefined their product idea and created a credible sales forecast for use in an overall business case.

Outline

Welcome
Welcome to Customer Insights: Quantitative Techniques
Syllabus
About the Discussion Forums
Updating Your Profile
Social Media
Orientation Quiz
Demographics Survey

Module 1: Idea Generation
1.1 Generate a Product Idea
1.2 Critical Factors to Assess an Idea
1.3 How are Ideas Funded?
Module 1 Overview
Module 1 Reading
Lesson 1-1 Quiz

Module 2: Concept Testing
2.1 How Many Ideas Become Products?
2.2 Consumer Survey Methods
2.3 Conjoint Analysis
2.4 Survey for Conjoint Analysis
Module 2 Overview
Module 2 Reading
Lesson 2-1 Quiz

Module 3: Test Marketing Processes
3.1 Categories for New Product Development
3.2 Interview with William Wright, Executive VP of Product Innovation and Supply Chain, Tupperware Brands Corporation
3.3 Risk Reduction Approaches to New Product Development
3.4 Collect Customer Data
Module 3 Overview
Module 3 Reading
Lesson 3-1 Quiz

MODULE 4: Estimating the Size of the Market
4.1 New Product Development Process: Stage-Gate
4.2 Tools for Assessing New Markets
4.3 Market Segmentation
4.4 Estimating Revenue
Gies Online Programs
Module 4 Overview
Module 4 Reading
Congratulations!
Lesson 4-1 Quiz
End of Course Survey

Summary of User Reviews

The Quantitative Customer Insights course on Coursera has received positive reviews from learners. Many users found the course to be informative and practical, helping them gain a deeper understanding of customer behavior and how to leverage data to make better business decisions.

Key Aspect Users Liked About This Course

The course is well-structured and easy to follow, making it accessible to learners with varying levels of experience in data analysis.

Pros from User Reviews

The course content is comprehensive and covers a wide range of topics related to customer insights and data analysis.
The instructors are knowledgeable and engaging, making the course enjoyable to follow.
The course provides practical examples and case studies that help learners apply the concepts they have learned.
The course is self-paced, allowing learners to complete it at their own pace and on their own schedule.
The course provides a certificate of completion that is recognized by employers and can be added to a resume or LinkedIn profile.

Cons from User Reviews

Some learners found the course to be too basic and lacking in detail.
The course requires a significant amount of time and effort to complete, especially for learners with no prior experience in data analysis.
Some learners found the course materials to be outdated and in need of updating.
The course can be expensive for learners who are not able to access financial aid or scholarships.
The course does not provide personalized feedback or support from instructors, which can be challenging for some learners.

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