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Customer research and discovery

Customer Research and Discovery

Customer Research and Discovery

Understanding and leveraging customer insights for effective product development is key to your success as a Product Manager. Learn to identify problems, create personas, and develop hypotheses while mastering diverse customer discovery methods, including direct and indirect feedback, inferred insights from CRM data, and immersive intervention techniques.

Taught by leaders from

What you'll learn

What you'll learn

Research Methods and Techniques:

Delve into diverse research methodologies essential for understanding customer behavior. Qualitative and quantitative approaches, such as surveys, interviews, focus groups, and observational studies, are explored. You will gain practical experience in collecting and analyzing data, honing your ability to uncover valuable insights into customer preferences and decision-making processes.


Data Analysis and Interpretation


We will equip you with skills in data analysis and interpretation. Learn to navigate tools like affinity mapping to identify patterns, trends and correlations within the data, empowering businesses to make informed decisions and tailor strategies to meet customer needs.


User Persona Development


You'll focus on constructing detailed and representative user personas based on synthesized data and insights. We emphasizes the significance of empathy in creating these fictional characters, allowing you to better comprehend and address the diverse needs of distinct customer segments. Through the creation of user personas,you'll develop a deeper understanding of customer motivations, behaviors, and pain points.


Problem-solving and Innovation


We emphasise applying customer research findings to address real-world business challenges and drive innovation. You're are guided in identifying opportunities for improvement based on customer feedback and preferences. Through the lens of design thinking and other creative problem-solving approaches, you'll learn to craft solutions that align seamlessly with customer needs and expectations, fostering a customer-centric mindset that is essential for business success.

Research Methods and Techniques:

Delve into diverse research methodologies essential for understanding customer behavior. Qualitative and quantitative approaches, such as surveys, interviews, focus groups, and observational studies, are explored. You will gain practical experience in collecting and analyzing data, honing your ability to uncover valuable insights into customer preferences and decision-making processes.


Data Analysis and Interpretation


We will equip you with skills in data analysis and interpretation. Learn to navigate tools like affinity mapping to identify patterns, trends and correlations within the data, empowering businesses to make informed decisions and tailor strategies to meet customer needs.


User Persona Development


You'll focus on constructing detailed and representative user personas based on synthesized data and insights. We emphasizes the significance of empathy in creating these fictional characters, allowing you to better comprehend and address the diverse needs of distinct customer segments. Through the creation of user personas,you'll develop a deeper understanding of customer motivations, behaviors, and pain points.


Problem-solving and Innovation


We emphasise applying customer research findings to address real-world business challenges and drive innovation. You're are guided in identifying opportunities for improvement based on customer feedback and preferences. Through the lens of design thinking and other creative problem-solving approaches, you'll learn to craft solutions that align seamlessly with customer needs and expectations, fostering a customer-centric mindset that is essential for business success.

Research Methods and Techniques:

Delve into diverse research methodologies essential for understanding customer behavior. Qualitative and quantitative approaches, such as surveys, interviews, focus groups, and observational studies, are explored. You will gain practical experience in collecting and analyzing data, honing your ability to uncover valuable insights into customer preferences and decision-making processes.


Data Analysis and Interpretation


We will equip you with skills in data analysis and interpretation. Learn to navigate tools like affinity mapping to identify patterns, trends and correlations within the data, empowering businesses to make informed decisions and tailor strategies to meet customer needs.


User Persona Development


You'll focus on constructing detailed and representative user personas based on synthesized data and insights. We emphasizes the significance of empathy in creating these fictional characters, allowing you to better comprehend and address the diverse needs of distinct customer segments. Through the creation of user personas,you'll develop a deeper understanding of customer motivations, behaviors, and pain points.


Problem-solving and Innovation


We emphasise applying customer research findings to address real-world business challenges and drive innovation. You're are guided in identifying opportunities for improvement based on customer feedback and preferences. Through the lens of design thinking and other creative problem-solving approaches, you'll learn to craft solutions that align seamlessly with customer needs and expectations, fostering a customer-centric mindset that is essential for business success.

What you'll get

What you'll get

Mentorship

Workshop ideas in intimate live weekly small-group discussion sessions.

Live Expert Q&A's

Get personal with incredible industry leaders with our monthly Q&A's.

Industry Driven

Our curriculum is built by industry experts and is designed for impact.

Templates

Don't reinvent the wheel. Access our exclusive templates and frameworks.

Case Studies

Dive deeper into real examples that put your learning into context

Assignments

Put your learnings into practice through hands-on exercises.

"It's simpler than Reforge, as the concepts are easier to apply directly and immediately to my team. "

Shilpa Mohanty
Associate Director, Product Management at Toast

Weekly small-group live discussions

Weekly small-group live discussions

Weekly small-group live discussions

Get tactical feedback and guidance to increase your impact in your career from a carefully selected peer group with complementary professional experience.

The Course Curriculum

The Course Curriculum

  • 38 in-depth video lessons

  • 6 weeks of training

  • Taught by Prerna Singh

  • 38 in-depth video lessons

  • 6 weeks of training

  • Taught by Prerna Singh

  • 6 live group discussions

  • Certificate of completion

  • Optional 1:1 mentorship

  • 6 live group discussions

  • Certificate of completion

  • Optional 1:1 mentorship

Unlocking the Power of Customer Discovery

In this first module, we dive into the fundamentals of customer discovery. We begin by answering the crucial questions: What is customer discovery, why should you do it, and when should it be a constant in your product development process? Get to grips with types of customer discovery (direct, indirect, inferred, and intervention).

Unlocking the Power of Customer Discovery

In this first module, we dive into the fundamentals of customer discovery. We begin by answering the crucial questions: What is customer discovery, why should you do it, and when should it be a constant in your product development process? Get to grips with types of customer discovery (direct, indirect, inferred, and intervention).

Week 2

The Mechanics of Customer Discovery: Hypothesis-based discovery

This module delves into the mechanics of hypothesis-based discovery, emphasizing the key ingredients necessary for success—clearly defined problems, well-crafted personas, access to existing data, and the ability to identify data gaps. We'll take you through setting up a research sprint, identifying the right problem and persona, developing a hypothesis, and creating a research plan.

The Mechanics of Customer Discovery: Hypothesis-based discovery

This module delves into the mechanics of hypothesis-based discovery, emphasizing the key ingredients necessary for success—clearly defined problems, well-crafted personas, access to existing data, and the ability to identify data gaps. We'll take you through setting up a research sprint, identifying the right problem and persona, developing a hypothesis, and creating a research plan.

Week 3

Customer Discovery Methods 1 & 2: Direct and Indirect

This module introduces the first two customer discovery methods—Direct and Indirect. Master what direct feedback is (what customers say about you directly) and explore types of direct feedback, including moderated and unmoderated examples. Then shift to indirect feedback, unprompted insights that customers express through sources like website reviews, social media comments, forums, and customer support tickets.

Customer Discovery Methods 1 & 2: Direct and Indirect

This module introduces the first two customer discovery methods—Direct and Indirect. Master what direct feedback is (what customers say about you directly) and explore types of direct feedback, including moderated and unmoderated examples. Then shift to indirect feedback, unprompted insights that customers express through sources like website reviews, social media comments, forums, and customer support tickets.

Week 4

Customer Discovery Methods 3 & 4: Inferred and Intervention

Master the next set of customer discovery methods—Inferred and Intervention. Understand inferred feedback, the information derived from CRM data, including event clickstream, transaction data, and purchase history. Get hands on with and exercise of auditing different data sources to collect inferred feedback. Explore intervention feedback, emphasizing the value of immersing oneself in the customer's job to gain insights.

Customer Discovery Methods 3 & 4: Inferred and Intervention

Master the next set of customer discovery methods—Inferred and Intervention. Understand inferred feedback, the information derived from CRM data, including event clickstream, transaction data, and purchase history. Get hands on with and exercise of auditing different data sources to collect inferred feedback. Explore intervention feedback, emphasizing the value of immersing oneself in the customer's job to gain insights.

Week 5

Synthesizing Insights and Crafting Impactful Narratives

This module focuses on synthesizing research findings. You'll learn coding interviews and data for themes, affinity diagramming, and involving stakeholders in the process. The art of storytelling for impact is explored, guiding participants on creating compelling, persuasive narratives from their discovered insights.

Synthesizing Insights and Crafting Impactful Narratives

This module focuses on synthesizing research findings. You'll learn coding interviews and data for themes, affinity diagramming, and involving stakeholders in the process. The art of storytelling for impact is explored, guiding participants on creating compelling, persuasive narratives from their discovered insights.

Week 6

Wrap Up and Showcasing Discoveries

We end with a live "Share Out" session, where students present a concise lightning talk on their customer discovery projects. The course concludes with a reflection on the progress made by students, emphasizing the practicality of customer discovery in shaping effective product development strategies.

Wrap Up and Showcasing Discoveries

We end with a live "Share Out" session, where students present a concise lightning talk on their customer discovery projects. The course concludes with a reflection on the progress made by students, emphasizing the practicality of customer discovery in shaping effective product development strategies.

What our students have to say

What our students have to say

The course has been brilliant. Every topic covered feels considered and deliberate - nothing is taught just for the sake of it. I've been implementing everything I've been learning in my daily work and with my team, and it's been a great motivation to put those practices in place. I can already see the positive impact this course has had.

Lara Mason

Product Lead at Isla

It's great to collaborate with others on the course to really bring the theory back to reality. The weekly mentor sessions are awesome!

Andy Clark

Senior Product Manager at Benefex

The experience has been great. The course materials cover all the elements of Product leadership, it offers templates and practicals to cement understanding and Ben and the team clearly articulate lots of key elements that I often do subconsciously, which has help to build my awareness and self confidence. The opportunity to quiz the authors of the course is really, really useful for my learning.

Neil Robert

VP Product at notonthehighstreet.com

The course is excellent. The videos have contained so much great information, the assignments have been challenging (in a good way) and the mentor sessions have been so helpful.

Shivan Persad

VP of Product at RelPro

It's simpler than Reforge, as the concepts are easier to apply directly and immediately to my team. I'm already getting feedback from my PMs that things are clearer as I apply concepts; they are contributing a lot more, more energized and feeling more gung ho about the problems being tackled.

Shilpa Mohanty

Associate Director, Product Management at Toast

I joined the course to define my company's product vision & strategy, and set up our 2024 KPIs. Also to learn more about prioritization and get general product strategy advice from industry experts.

Mairin Jerse

Director of Product at Page Vault

Learn from the most qualified product leaders in the industry

Learn from the most qualified product leaders in the industry

Prerna Singh

Prerna Singh is the Product Expert at Primary Venture Partners and is the former VP of Product at Meetup, heading the design and product teams as they work to create a better mobile and web experience. With a strategic vision and a keen understanding of user needs, Prerna played a pivotal role in shaping the direction of Meetup's product portfolio. Before this, she worked as VP of Product at CoEdition, an early-stage eCommerce startup where she leads product, design, data science, and engineering teams. Prerna's career in the tech industry has been characterized by a dedication to user-centric design, starting at IBM where she was a user researcher. She has a passion for creating products that resonate with diverse audiences.

Prerna Singh

Prerna Singh is the Product Expert at Primary Venture Partners and is the former VP of Product at Meetup, heading the design and product teams as they work to create a better mobile and web experience. With a strategic vision and a keen understanding of user needs, Prerna played a pivotal role in shaping the direction of Meetup's product portfolio. Before this, she worked as VP of Product at CoEdition, an early-stage eCommerce startup where she leads product, design, data science, and engineering teams. Prerna's career in the tech industry has been characterized by a dedication to user-centric design, starting at IBM where she was a user researcher. She has a passion for creating products that resonate with diverse audiences.

Prerna Singh

Prerna Singh is the Product Expert at Primary Venture Partners and is the former VP of Product at Meetup, heading the design and product teams as they work to create a better mobile and web experience. With a strategic vision and a keen understanding of user needs, Prerna played a pivotal role in shaping the direction of Meetup's product portfolio. Before this, she worked as VP of Product at CoEdition, an early-stage eCommerce startup where she leads product, design, data science, and engineering teams. Prerna's career in the tech industry has been characterized by a dedication to user-centric design, starting at IBM where she was a user researcher. She has a passion for creating products that resonate with diverse audiences.

Start learning today

Start learning today

The amount of time dedicated to coursework will vary, but we estimate that you’ll spend around 3-4 hours a week to work through all the coursework including videos, activities, and assignments. This course was designed to be flexible so you can still work around your schedule while also gaining real-world, sought-after skills.

The amount of time dedicated to coursework will vary, but we estimate that you’ll spend around 3-4 hours a week to work through all the coursework including videos, activities, and assignments. This course was designed to be flexible so you can still work around your schedule while also gaining real-world, sought-after skills.

Format

On-Demand

Length

300+ Minutes

Cost

$399

Format

On-Demand

Length

300+ Minutes

Cost

$399

Format

On-Demand

Length

300+ Minutes

Cost

$399

Format

On-Demand+

Length

Includes two 1:1 sessions

Cost

$599

Format

On-Demand+

Length

Includes two 1:1 sessions

Cost

$599

Format

On-Demand+

Length

Includes two 1:1 sessions

Cost

$599

Join a cohort

Join a cohort

Limited Spots Available

Limited Spots Available

Cohort Date

Feb 19 - Mar 29

Length

6 Weeks

Cost

$699

Cohort Date

Feb 19 - Mar 29

Length

6 Weeks

Cost

$699

Cohort Date

Feb 19 - Mar 29

Length

6 Weeks

Cost

$699

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