• 12 hours
  • Medium

Free online content available in this course.

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Last updated on 2/4/19

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Course introduction

Successful products come from a compelling product vision that is turned into reality. Effective product managers conduct product research by:

  1. Analyzing the competition

  2. Interviewing customers

  3. Designing plausible business models

Product research is a fundamental part of product strategy. You will learn how to identify and find potential customers, how to interview them, and how to tell if they are dishonest. You will learn the psychology behind talking to customers, and you will conduct customer interviews in a way that strips out potential bias. This will yield results you can trust!

You will also learn some basic marketing theory, including:

  • Defining the scope of your industry and competition

  • The jobs-to-be-done framework

  •  Other competitive analysis tools such as SWOT analysis, Feature Audits and PEST analysis

At the end of this course, you'll be able to propose a product that helps the business meet its objectives through delivering benefits that customers really care about in a way that is more efficient than competitors.

Example of certificate of achievement
Example of certificate of achievement