Agile Customer Research & Data-Driven Decisions 2025
What you'll learn
- Learn the fundamentals of qualitative and quantitative research
- Learn how to define null and alternative hypotheses
- Learn how to plan and execute customer interviews, build customer personas, and design a customer journey and product vision
- Gain proficiency in statistics and hypothesis testing, including how to estimate means and proportions of a population, set up confidence intervals and more
- Discover various approaches to usability testing, including how to set up an A/B test, design an MVP, and distinguish between an MVP and a prototype
- Acquire practical knowledge and advice on applying these new skills to real-world scenarios, with hands-on exercises using Miro, a free online whiteboard tool
- Access downloadable materials and useful links to maximize your learning outcomes
Requirements
- No prior knowledge of the subject is required
Description
New for 2025!
Subtitles available in English, French, German, Hindi, Korean, Portuguese, Russian, Simplified Chinese, Spanish, and Ukrainian
Built-in AI Assistant for instant support and guidance (ChatGPT+ subscription required)
Updated frameworks and templates for 2025’s fast-paced, data-driven market
Stop guessing. Start knowing.
The best Product Owners and business leaders don't rely on gut feelings—they use real insights to shape decisions, reduce risk, and build products that customers actually want.
This course is your hands-on guide to Agile customer research, statistics, and scientific decision-making—from foundational methods to advanced experimentation and data literacy.
Created as part of the PO Academy series by Masha Ostroumova, an enterprise Agile coach and experienced product strategist, this course is designed to help you evolve into a confident, evidence-driven decision-maker.
WHAT YOU'LL LEARN
Master modern research techniques
Go beyond surface-level feedback to uncover deep customer insights
Apply qualitative and quantitative research: interviews, surveys, focus groups, and observational studies
Make smarter, data-driven decisions
Use Agile-friendly data practices to reduce waste and validate ideas
Interpret results with statistical tools that anyone can learn—no PhD required
Ask better questions, get better answers
Learn how to frame powerful, unbiased questions
Avoid the most common (and costly) mistakes in customer research
Test hypotheses like a scientist
Plan experiments, track outcomes, and iterate with confidence
Apply real-world examples of A/B testing and MVP validation
Align research with strategy
Turn insights into actionable business and marketing strategies
Help your team make faster, more customer-centric decisions
WHO IS THIS COURSE FOR?
Product Owners & Product Managers looking to sharpen research and strategy skills
Business Analysts, Marketers, and Designers who want to lead with data
Scrum Masters & Agile Coaches supporting customer-centric teams
Aspiring tech professionals breaking into product roles
COURSE FEATURES
Interactive quizzes, real-life case studies, and hands-on activities
Access to ready-to-use research templates and decision frameworks
AI-powered support to help you apply what you learn in real time
Taught by an instructor with 10+ years of experience in product ownership and Agile coaching
ABOUT YOUR INSTRUCTOR
I'm Masha Ostroumova, founder of Agile Apothecary and enterprise Agile coach. I’ve trained and coached hundreds of Product Owners, helped launch products in highly competitive markets, and led Agile transformations across industries. My mission is to help you become a product leader who doesn't guess—but knows.
Become the decision-maker everyone trusts
Customer research isn’t just a box to tick—it’s your competitive advantage. In 2025, the best ideas will come from those who listen, measure, and learn faster.
Enroll now to take your skills—and your product decisions—to the next level.
Who this course is for:
- Product Owners, Product Managers and Business Owners who want to better understand the customers and maximize the business outcomes
- Anyone who is involved in product development and wants to better understand customer research
- Aspiring Product Owners and Agile Coaches who want to learn about the customer research process
- Startup owners who want to build exceptional products loved by customers
Instructor
- 4.5 Instructor Rating
- 25,970 Reviews
- 141,009 Students
- 14 Courses
Having nearly 10 years of experience as Agile practitioner, Product Owner and Agile coach, I have worked with hundreds of teams to help them become more customer-centric, efficient and outcome-driven.
I used to work for NTT Communications, Rakuten, Indeed and most recently - for McKinsey & Company Japan, driving large scale Agile transformations across multiple industries and locations as an Enterprise Agile Coach. Now I have my own coaching and consulting business, Agile Apothecary (see "website")
I am passionate about teaching and coaching - nothing can be compared with the joy of helping someone to understand a new concept or to improve the way they are doing something.
I live and work in Tokyo, Japan and do a lot of snowboarding and scuba diving in my free time.