Insightful Customer Interviews for Product Managers

Insightful Customer Interviews for Product Managers, available at $64.99, has an average rating of 4.24, with 48 lectures, 5 quizzes, based on 432 reviews, and has 2422 subscribers.

You will learn about Interview and observe customers in a way that gets to the heart of their articulated and unarticulated needs Test product concepts, in a customer interview setting, with approaches that yield a wealth of unbiased information to guide product development Analyze customer needs to derive insight to guide product strategy, new product development, and your search for growth This course is ideal for individuals who are Product managers who want improve their customer interview and product concept testing skills It is particularly useful for Product managers who want improve their customer interview and product concept testing skills.

Enroll now: Insightful Customer Interviews for Product Managers

Summary

Title: Insightful Customer Interviews for Product Managers

Price: $64.99

Average Rating: 4.24

Number of Lectures: 48

Number of Quizzes: 5

Number of Published Lectures: 48

Number of Published Quizzes: 5

Number of Curriculum Items: 53

Number of Published Curriculum Objects: 53

Original Price: $22.99

Quality Status: approved

Status: Live

What You Will Learn

Interview and observe customers in a way that gets to the heart of their articulated and unarticulated needs
Test product concepts, in a customer interview setting, with approaches that yield a wealth of unbiased information to guide product development
Analyze customer needs to derive insight to guide product strategy, new product development, and your search for growth

Who Should Attend

Product managers who want improve their customer interview and product concept testing skills

Target Audiences

Product managers who want improve their customer interview and product concept testing skills

A deep, intuitive customer understanding powers all our work as product managers – from strategy to new product development to our search for growth. Surveys, product usage data, AB tests – they all help us understand our customers, but our best tool (by far) is direct interviews with real customers.

These in-depth interviews – either in-person or via video conferencing – help us understand our customers’ needs, motivations, and hopes. They connect us to (quoting Amazon CEO Jeff Bezos) the “heart, intuition, curiosity, play, guts, taste” of a remarkable customer journey.

And these interviews give us a chance to test our product concepts, refining and retesting them until we find true customer value.

Given the critical importance of these interviews, you would think we would all be good at these. But these interviews are tough to get right – it is challenging for all of us to get deep, unbiased insight out of these interviews. We need techniques, skills, and practice.

This course is designed to give you these skills. Specifically, we’ll help you develop the skills you need to:

Interview and observe customers in a way that gets to their articulated and unarticulated needs
Test product concepts, in an interview setting, with approaches that yield a wealth of unbiased information to guide new product development
Analyze customer needs for insight to guide strategy, new product development, and your search for growth

We’ll do this with a set of engaging lectures, company examples, tools, templates, and practice activities.

We hope you will join us!

Course Curriculum

Chapter 1: Introduction

Lecture 1: Introduction

Lecture 2: Why customer insight is essential for our work as product managers

Lecture 3: The basics of qualitative interviews

Lecture 4: Practice Activity: San Francisco startup Motive

Lecture 5: Practice Activity: Self-assessment of interview skills

Chapter 2: Interviewing skills

Lecture 1: Four key interviewing skills

Lecture 2: Interview example: NYT Cooking app (introduction)

Lecture 3: Interview example: NYT Cooking app

Lecture 4: Practice Activity: Ancestry and DNA testing

Lecture 5: Open-ended and closed-ended questions

Lecture 6: Ratings and rankings

Lecture 7: Projective techniques

Lecture 8: Laddering

Lecture 9: Ethnography

Lecture 10: Practice Activity: Question types and interviewing techniques

Lecture 11: Practice Activity: Instagram, WhatsApp, Line

Chapter 3: Conducting the interview

Lecture 1: Learning objectives

Lecture 2: The interview guide

Lecture 3: Practice Activity: Creating an interview guide

Lecture 4: Recruit respondents (part 1)

Lecture 5: Recruit respondents (part 2)

Lecture 6: Practice Activity: Wag! dog walking application

Lecture 7: The reality of interviewing

Lecture 8: Conducting the interview via video conference

Lecture 9: Interview example: Microsoft's Flipgrid (introduction)

Lecture 10: Interview example: Microsoft's Flipgrid

Lecture 11: Interviewing with product designers, engineers, and sales reps

Lecture 12: Gaining organizational support for customer interviews

Chapter 4: Product concept testing

Lecture 1: New product development: Discovery & delivery

Lecture 2: Product concept testing: Rules of the road (part 1)

Lecture 3: Product concept testing: Rules of the road (part 2)

Lecture 4: Practice Activity: Better concept testing at Healthicity

Lecture 5: Preparing concepts: Printouts

Lecture 6: Practice Activity: Printout concepts

Lecture 7: Preparing concepts: Video

Lecture 8: Preparing concepts: Advanced prototypes

Lecture 9: Advanced prototypes example: Timberland Pro

Lecture 10: Game plan for testing product concepts

Chapter 5: Analyzing for insight

Lecture 1: Insight from each interview

Lecture 2: Practice Activity: Mindmapping with NYTimes Cooking

Lecture 3: Creating an interview summary

Lecture 4: Insight from across interviews

Lecture 5: Advanced techniques: Kano model

Lecture 6: Practice Activity: Kano model

Lecture 7: Advanced techniques: Benefit trees

Lecture 8: Using customer insight to power our product work

Chapter 6: Course wrap-up

Lecture 1: Your next steps

Lecture 2: Course wrap-up

Instructors

Todd Birzer
Product management leader
Vivian M Harris
Qualitative research consultant

Rating Distribution

1 stars: 0 votes
2 stars: 4 votes
3 stars: 35 votes
4 stars: 182 votes
5 stars: 211 votes

Frequently Asked Questions

How long do I have access to the course materials?

You can view and review the lecture materials indefinitely, like an on-demand channel.

Can I take my courses with me wherever I go?

Definitely! If you have an internet connection, courses on Udemy are available on any device at any time. If you don’t have an internet connection, some instructors also let their students download course lectures. That’s up to the instructor though, so make sure you get on their good side!

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