Method
Flexible
Term
SPRING
Units
2.0 QUARTER UNITS
Cost
$650
Course Description
Formerly "Consumer Insights: Data Analysis and Interpretation."
Understanding customers and market potential is key to creating successful products. This practical course introduces techniques for gathering and analyzing customer insights, then demonstrates how to turn those insights into product, pricing, and positioning strategies.
Students examine qualitative and quantitative research methods, including surveys, conjoint analysis, and customer metrics, and practice applying them through labs and hands-on exercises. The course highlights how to estimate market size, assess product opportunities, and communicate findings with actionable recommendations. Students also explore how modern analytics and generative AI can impact customer research and market modeling.
By the end of the course, participants will be able to design and analyze customer studies, forecast target markets, and develop data-driven strategies without needing programming skills.
Learning Outcomes
- Explain how to put ideas to test
- Examine what the customer wants
- Describe regression and conjoint analysis
- Discuss how to estimate the market size
Topics
- Customer metrics
- Idea creation
- Customer survey research
- Conjoint analysis
- Actionable customer insights: value v. pricing
- Market size estimation
May. 2 - May. 16, Saturday, 9:00am - 4:00pm
- Flexible Attend in person or via Zoom at scheduled times.
MKTG.X413.(19)
Schedule
| Date | Start Time | End Time | Meeting Type | Location |
|---|---|---|---|---|
| Sat, 05-02-2026 | 9:00am | 4:00pm | Flexible | SANTA CLARA / REMOTE |
| Sat, 05-09-2026 | 9:00am | 4:00pm | Flexible | SANTA CLARA / REMOTE |
| Sat, 05-16-2026 | 9:00am | 4:00pm | Flexible | SANTA CLARA / REMOTE |
This class meets simultaneously in a classroom and remotely via Zoom. Students are expected to attend and participate in the course, either in-person or remotely, during the days and times that are specified on the course schedule. Students attending remotely are also strongly encouraged to have their cameras on to get the most out of the remote learning experience. Students attending the class in-person are expected to bring a laptop to each class meeting.
To see all meeting dates, click ¡°Full Schedule¡± below.
Please have access to a computer to work through multiple hands on exercises for the duration of each scheduled class meeting.
Students attending the class in-person are expected to bring a laptop / tablet to each class meeting.
You will be granted access in Canvas to your course site and course materials approximately 24 hours prior to the published start date of the course.
This course applies to these programs:
