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Customer Insights

New Product Development Orientation

William Qualls

4.4

Based on 103 ratings

, see reviews

William Qualls

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.

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What's inside

Syllabus

MODULE 0: Orientation and Introduction to the Case Study Method

You will become familiar with the course, your classmates, and our learning environment. The orientation will also help you obtain the technical skills required for the course. You will also become familiar with the tools and process of analyzing a business situation.

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Read about what's good

what should give you pause

and possible dealbreakers

Provides practical examples and case studies, which enhances learning experiences

Examines the key aspects of new product development, which is relevant in various industries

Introduces the concept of voice of the customer, which is essential for understanding customer needs

Emphasizes customer research and analysis, which are highly sought-after skills in the market

Provides an integrated approach to customer insights and new product development, which aligns with industry practices

Introduces design thinking and customer journey mapping techniques

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Reviews summary

Foundational insights for new product dev

According to learners, this course provides a solid foundation in gathering customer insights for new product development. Many found the content highly practical and directly applicable to their work in product management and related fields, appreciating the frameworks and tools introduced. The case study method was frequently mentioned as a valuable way to apply learning. However, some students felt that while it offers a good overview, the course sometimes lacks depth in certain areas, suggesting it's best as an introduction rather than a deep dive into advanced techniques. The lectures are generally found to be clear and well-structured.

Case studies reinforce learning.

"The case study method really helped solidify the concepts."

"Analyzing real-world examples was very beneficial."

"Applying the tools to the case study made it more concrete."

"Enjoyed working through the provided case study to practice the methods."

Lectures are well-structured and clear.

"The instructor explains concepts very clearly."

"Lectures are well-paced and easy to follow."

"Found the video content informative and engaging."

"The presentation of the material was very easy to understand."

Provides a solid introduction.

"This course provided me with a strong foundation in understanding customer insights."

"It's a great starting point for learning about new product development."

"Covers the fundamental concepts well for beginners."

"An excellent introduction to the importance of the customer voice."

Provides useful tools and strategies.

"I learned how to use practical tools and strategies that I could apply immediately to my work."

"The frameworks discussed are highly relevant to my role in product management."

"Helped me better understand how to gather and use customer insights effectively."

"Found the methods for identifying customer needs very useful for my job."

Content is sometimes too brief.

"Could use more in-depth coverage on some of the research methods."

"Felt that some modules only scratched the surface."

"Wished they went deeper into specific analysis techniques."

"Good overview, but not detailed enough for advanced learners."

Activities

Be better prepared before your course. Deepen your understanding during and after it. Supplement your coursework and achieve mastery of the topics covered in Customer Insights: New Product Development Orientation with these activities:

Create a curated collection of relevant articles and resources

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Organize and review a collection of articles, research papers, and other resources related to customer insights and new product development.

Browse courses on Customer Insights

Show steps

Identify and gather relevant articles, research papers, and online resources.
Organize the materials into a logical structure, such as topics or categories.
Review the materials periodically to reinforce your understanding and stay updated on industry trends.

Read 'The Innovator's Solution'

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Examine the principles of disruptive innovation and their relevance to customer insights and new product development.

View The Disruptive Innovation Set (2 Books) on Amazon

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Read the book thoroughly, highlighting key passages and making notes.
Summarize the main concepts of disruptive innovation in your own words.
Identify examples of disruptive innovations in various industries.
Discuss the implications of disruptive innovation for customer insights and new product development.

Attend a workshop on design thinking

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Engage in a hands-on workshop to develop design thinking skills, promoting creative problem-solving and customer-centric product development.

Browse courses on Design Thinking

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Research and identify a relevant workshop on design thinking.
Attend the workshop, actively participating in exercises and discussions.
Reflect on the workshop experience and apply design thinking principles to your own product development projects.

Four other activities

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Conduct customer interviews

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Gain practical experience in gathering customer insights through interviews, developing an understanding of customer needs and behaviors.

Browse courses on Customer Needs

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Prepare a list of interview questions focusing on customer needs and product expectations.
Identify potential interviewees who represent your target customer base.
Conduct the interviews, actively listening to customer perspectives.
Analyze the interview data, identifying common themes and insights.

Develop a customer journey map

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Visualize the customer journey to identify touchpoints and areas for improvement, fostering a customer-centric approach to product development.

Browse courses on Customer Journey Maps

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Identify the key stages in the customer journey for your product or service.
Gather data on customer interactions at each stage.
Create a visual representation of the customer journey, highlighting touchpoints and pain points.
Analyze the customer journey map and identify areas for improvement.

Join a peer group for product development discussions

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Engage in discussions with peers in the field of product development to exchange ideas, share best practices, and learn from different perspectives.

Browse courses on Product Development

Show steps

Identify and join an online or offline peer group focused on product development.
Attend regular meetings or discussions, actively participating in knowledge exchange.
Share your own insights, experiences, and challenges with the group.

Start developing a prototype for a new product or feature

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Put your knowledge and skills into practice by developing a tangible prototype, solidifying your understanding of the product development process.

Browse courses on Product Development

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Identify a problem or opportunity that you want to address with a new product or feature.
Research and gather insights on the target market and their needs.
Develop a concept and design for the new product or feature.
Create a prototype of the product or feature using appropriate tools and resources.
Test the prototype with potential customers and gather feedback.

Career center

Learners who complete Customer Insights: New Product Development Orientation will develop knowledge and skills that may be useful to these careers:

Marketing Research Analyst

**Marketing Research Analysts** gather, analyze, and interpret market data to help companies understand their customers.

See salaries and explore the career path for Marketing Research Analyst

Product Manager

**Product Managers** are responsible for the development and launch of new products.

See salaries and explore the career path for Product Manager

Innovation Consultant

**Innovation Consultants** help companies develop new products and services.

See salaries and explore the career path for Innovation Consultant

User Experience Researcher

**User Experience Researchers** study how users interact with products and services.

See salaries and explore the career path for User Experience Researcher

Market Researcher

**Market Researchers** conduct studies to understand the needs and wants of customers.

See salaries and explore the career path for Market Researcher

Business Analyst

**Business Analysts** help companies improve their business processes.

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Data Analyst

**Data Analysts** use data to help companies make better decisions.

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Customer Success Manager

**Customer Success Managers** help companies retain their customers.

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Sales Manager

**Sales Managers** lead teams of salespeople.

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Marketing Manager

**Marketing Managers** develop and execute marketing campaigns.

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Brand Manager

**Brand Managers** are responsible for the development and management of brands.

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Product Designer

**Product Designers** design products that are both functional and aesthetically pleasing.

See salaries and explore the career path for Product Designer

Copywriter

**Copywriters** write marketing and advertising copy.

See salaries and explore the career path for Copywriter

Graphic Designer

**Graphic Designers** design visual content, such as logos, brochures, and websites.

See salaries and explore the career path for Graphic Designer

Web Developer

**Web Developers** design and develop websites.

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Reading list

We've selected 15 books that we think will supplement your learning. Use these to develop background knowledge, enrich your coursework, and gain a deeper understanding of the topics covered in Customer Insights: New Product Development Orientation.

Mapping the Journey

Save

Provides a comprehensive overview of the product development process, from concept generation to launch. It covers topics such as market research, product design, and manufacturing.

Mapping the Journey: Case Studies in Strategy and...

Kindle Edition

Lean Startup: How Today's Entrepreneurs Use...

Save

Provides a practical guide to the Lean Startup methodology, which process for developing and launching new products and services quickly and efficiently.

The Lean Startup: How Today's Entrepreneurs Use...

Hardcover

The Lean Startup: How Today's Entrepreneurs Use...

Kindle Edition