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Customer Discovery and Research
YOUR PATHWAY TO SUCCESS
This intensive 5-day course provides a deep dive into the critical practices of customer discovery and research, empowering you to truly understand your target audience and build products that resonate with their needs.
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Course Duration
5 Days
Course Details
This intensive 5-day course provides a deep dive into the critical practices of customer discovery and research, empowering you to truly understand your target audience and build products that resonate with their needs. Participants will learn how to effectively conduct user interviews, design and administer insightful surveys, perform usability testing to gather user feedback, and analyze customer data to identify valuable insights. The course covers key topics such as defining research objectives, developing interview scripts, crafting effective survey questions, analyzing qualitative and quantitative data, and translating research findings into actionable product decisions. Real-world case studies will highlight the impact of customer-centricity on product success.
This course emphasizes practical application and hands-on experience. Participants will engage in realistic simulations of customer interviews, design and execute user surveys, and conduct usability testing on product prototypes. We’ll explore various customer research tools and techniques, learn how to synthesize research data into user personas and customer journey maps, and understand how to use these insights to inform product strategy, design, and development. By the end of this course, participants will be proficient in conducting customer discovery and research and be equipped to build products that truly meet customer needs and drive market adoption.
By the end of this course, learners will be able to:
- Define clear research objectives and select appropriate research methodologies.
- Conduct effective user interviews, gathering valuable insights into customer needs and pain points.
- Design and administer insightful surveys, collecting quantitative and qualitative data from a wider audience.
- Perform usability testing to evaluate product prototypes and identify areas for improvement.
- Analyze customer data using various techniques, identifying trends, patterns, and actionable insights.
- Translate research findings into user personas, customer journey maps, and product requirements.
- Product managers seeking to deeply understand their target audience.
- UX designers focused on creating user-centered product experiences.
- Marketing professionals responsible for understanding customer needs and preferences.
- Market researchers seeking to improve their customer research skills.
- Anyone involved in the process of building and launching new products.
Course Outline
5 days Course
- Introduction to Customer Discovery and Research: The Foundation of Product Success:
- What is customer discovery and research? Defining its importance in the product development process.
- Setting clear research objectives: Defining what you want to learn from your research.
- Choosing the right research methodology: Exploring various qualitative and quantitative research techniques.
- Case study: Analyzing a successful product built on deep customer understanding.
- User Interviews: Uncovering Hidden Needs:
- Designing effective interview scripts: Asking open-ended questions and probing for deeper insights.
- Conducting user interviews: Building rapport, active listening, and capturing valuable information.
- Analyzing user interview data: Identifying key themes, patterns, and customer needs.
- Practical exercise: Participants conduct simulated user interviews and analyze the data to identify key insights.
- User Surveys: Gathering Quantitative and Qualitative Data:
- Designing insightful surveys: Crafting effective survey questions and structuring the survey for maximum response rates.
- Administering user surveys: Reaching the target audience and ensuring data quality.
- Analyzing survey data: Using statistical methods to identify trends and patterns.
- Practical exercise: Participants design and administer a user survey and analyze the collected data.
- User Surveys: Gathering Quantitative and Qualitative Data:
- Usability Testing: Evaluating Product Prototypes:
- Planning usability testing sessions: Defining testing objectives and selecting representative users.
- Conducting usability testing: Observing user interactions with product prototypes and gathering feedback.
- Analyzing usability testing data: Identifying usability issues and areas for improvement.
- Practical exercise: Participants conduct usability testing on product prototypes and analyze the results.
- Usability Testing: Evaluating Product Prototypes:
- Translating Research into Action: Building Customer-Centric Products:
- Synthesizing research data: Combining insights from various research methods to develop a holistic understanding of the customer.
- Creating user personas: Representing target customer segments with detailed profiles.
- Developing customer journey maps: Visualizing the customer’s experience with the product.
- Practical exercise: Participants develop user personas and customer journey maps based on their research findings and translate them into product requirements.
- Translating Research into Action: Building Customer-Centric Products:
