Udemy
  •  
  •  
  •  
  •  
  •  
  •  
  •  
  •  
  •  
  •  
  •  
  •  
  •  
Development
Web Development Data Science Mobile Development Programming Languages Game Development Database Design & Development Software Testing Software Engineering Development Tools No-Code Development
Business
Entrepreneurship Communications Management Sales Business Strategy Operations Project Management Business Law Business Analytics & Intelligence Human Resources Industry E-Commerce Media Real Estate Other Business
Finance & Accounting
Accounting & Bookkeeping Compliance Cryptocurrency & Blockchain Economics Finance Finance Cert & Exam Prep Financial Modeling & Analysis Investing & Trading Money Management Tools Taxes Other Finance & Accounting
IT & Software
IT Certification Network & Security Hardware Operating Systems Other IT & Software
Office Productivity
Microsoft Apple Google SAP Oracle Other Office Productivity
Personal Development
Personal Transformation Personal Productivity Leadership Career Development Parenting & Relationships Happiness Esoteric Practices Religion & Spirituality Personal Brand Building Creativity Influence Self Esteem & Confidence Stress Management Memory & Study Skills Motivation Other Personal Development
Design
Web Design Graphic Design & Illustration Design Tools User Experience Design Game Design Design Thinking 3D & Animation Fashion Design Architectural Design Interior Design Other Design
Marketing
Digital Marketing Search Engine Optimization Social Media Marketing Branding Marketing Fundamentals Marketing Analytics & Automation Public Relations Advertising Video & Mobile Marketing Content Marketing Growth Hacking Affiliate Marketing Product Marketing Other Marketing
Lifestyle
Arts & Crafts Beauty & Makeup Esoteric Practices Food & Beverage Gaming Home Improvement Pet Care & Training Travel Other Lifestyle
Photography & Video
Digital Photography Photography Portrait Photography Photography Tools Commercial Photography Video Design Other Photography & Video
Health & Fitness
Fitness General Health Sports Nutrition Yoga Mental Health Dieting Self Defense Safety & First Aid Dance Meditation Other Health & Fitness
Music
Instruments Music Production Music Fundamentals Vocal Music Techniques Music Software Other Music
Teaching & Academics
Engineering Humanities Math Science Online Education Social Science Language Teacher Training Test Prep Other Teaching & Academics
AWS Certification Microsoft Certification AWS Certified Solutions Architect - Associate AWS Certified Cloud Practitioner CompTIA A+ Cisco CCNA Amazon AWS CompTIA Security+ AWS Certified Developer - Associate
Graphic Design Photoshop Adobe Illustrator Drawing Digital Painting InDesign Character Design Canva Figure Drawing
Life Coach Training Neuro-Linguistic Programming Personal Development Mindfulness Meditation Personal Transformation Life Purpose Emotional Intelligence Neuroscience
Web Development JavaScript React CSS Angular PHP WordPress Node.Js Python
Google Flutter Android Development iOS Development Swift React Native Dart Programming Language Mobile Development Kotlin SwiftUI
Digital Marketing Google Ads (Adwords) Social Media Marketing Google Ads (AdWords) Certification Marketing Strategy Internet Marketing YouTube Marketing Email Marketing Retargeting
SQL Microsoft Power BI Tableau Business Analysis Business Intelligence MySQL Data Analysis Data Modeling Big Data
Business Fundamentals Entrepreneurship Fundamentals Business Strategy Online Business Business Plan Startup Freelancing Blogging Home Business
Unity Game Development Fundamentals Unreal Engine C# 3D Game Development C++ 2D Game Development Unreal Engine Blueprints Blender
30-Day Money-Back Guarantee
Business Management Product Management

Insightful Customer Interviews for Product Managers

Direct conversations with real customers to gain insight, test product concepts, and drive product success
Rating: 4.6 out of 54.6 (25 ratings)
133 students
Created by Todd Birzer, Vivian M Harris
Last updated 5/2020
English
English [Auto]
30-Day Money-Back Guarantee

What you'll 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
Curated for the Udemy for Business collection

Requirements

  • A basic understanding of product management

Description

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:

  1. Interview and observe customers in a way that gets to their articulated and unarticulated needs

  2. Test product concepts, in an interview setting, with approaches that yield a wealth of unbiased information to guide new product development

  3. 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!


Who this course is for:

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

Featured review

Anuraag Hota
Anuraag Hota
25 courses
9 reviews
Rating: 5.0 out of 53 months ago
A great learning experience. I would say a no frills course because you jump right into the learnings. Good real world examples and handy templates are provided for future use. Of course its a process that needs to be perfected but the techniques provided in the course are definitely going to help me.

Course content

6 sections • 48 lectures • 4h 13m total length

  • Preview05:32
  • Preview04:57
  • Preview06:19
  • Practice Activity: San Francisco startup KeepTruckin
    01:03
  • Practice Activity: Self-assessment of interview skills
    02:02
  • Introduction
    3 questions

  • Four key interviewing skills
    09:03
  • Interview example: NYT Cooking app (introduction)
    01:11
  • Interview example: NYT Cooking app
    06:17
  • Practice Activity: Ancestry and DNA testing
    01:13
  • Open-ended and closed-ended questions
    04:00
  • Ratings and rankings
    06:14
  • Projective techniques
    10:53
  • Laddering
    02:01
  • Ethnography
    06:05
  • Practice Activity: Question types and interviewing techniques
    01:02
  • Practice Activity: Instagram, WhatsApp, Line
    00:47
  • Interviewing skills
    3 questions

  • Learning objectives
    03:29
  • The interview guide
    16:36
  • Practice Activity: Creating an interview guide
    00:16
  • Recruit respondents (part 1)
    09:10
  • Recruit respondents (part 2)
    09:11
  • Practice Activity: Wag! dog walking application
    01:53
  • The reality of interviewing
    07:01
  • Conducting the interview via video conference
    04:39
  • Interview example: Microsoft's Flipgrid (introduction)
    01:39
  • Interview example: Microsoft's Flipgrid
    07:36
  • Interviewing with user experience (UX) designers, engineers, and sales reps
    04:00
  • Gaining organizational support for customer interviews
    05:58
  • Conducting the interview
    4 questions

  • New product development: Discovery & delivery
    07:58
  • Product concept testing: Rules of the road (part 1)
    09:42
  • Product concept testing: Rules of the road (part 2)
    08:15
  • Practice Activity: Better concept testing at Healthicity
    05:43
  • Preparing concepts: Printouts
    10:14
  • Practice Activity: Printout concepts
    01:04
  • Preparing concepts: Video
    03:39
  • Preparing concepts: Advanced prototypes
    04:28
  • Advanced prototypes example: Timberland Pro
    04:42
  • Game plan for testing product concepts
    07:26
  • Product concept testing
    4 questions

  • Insight from each interview
    08:16
  • Practice Activity: Mindmapping with NYTimes Cooking
    01:59
  • Creating an interview summary
    01:46
  • Insight from across interviews
    04:12
  • Advanced techniques: Kano model
    05:21
  • Practice Activity: Kano model
    05:42
  • Advanced techniques: Benefit trees
    08:39
  • Using customer insight to power our product work
    06:46
  • Analyzing for insight
    3 questions

  • Your next steps
    06:21
  • Course wrap-up
    01:15

Instructors

Todd Birzer
Product management consulting
Todd Birzer
  • 4.5 Instructor Rating
  • 6,403 Reviews
  • 45,644 Students
  • 3 Courses

Todd Birzer helps product management teams become more strategic, and have a greater impact on their organizations.   

Working as a product management director, or an external consultant, Todd helps product management teams:  

Gain a deeper understanding of articulated and unarticulated customer needs  

Develop long-term product strategies for customer delight and competitive advantage  

Run an effective “discovery and delivery” product development process  

Systematically find growth and profitability for a company’s products  

Todd is the author of Becoming a More Strategic Product Manager (available on Amazon). He is a principal consultant at Kevolve Product Management, and has an MBA from Wharton at the University of Pennsylvania.   

Vivian M Harris
Qualitative research consultant
Vivian M Harris
  • 4.6 Instructor Rating
  • 25 Reviews
  • 133 Students
  • 1 Course

I have 30+ years of experience listening to customers as varied as construction workers and surgeons. For the past 12 years I have operated as an independent consultant to clients in a broad range of industries; prior to that, I served in senior research positions at several boutique research firms in New England. I'm curious by nature, open to learning, interested in people, and a natural organizer of chaos.

  • Udemy for Business
  • Teach on Udemy
  • Get the app
  • About us
  • Contact us
  • Careers
  • Blog
  • Help and Support
  • Affiliate
  • Terms
  • Privacy policy
  • Cookie settings
  • Sitemap
  • Featured courses
Udemy
© 2021 Udemy, Inc.