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BusinessManagementProduct Management

Insightful Customer Interviews for Product Managers

Direct conversations with real customers to gain insight, test product concepts, and drive product success
Rating: 4.5 out of 54.5 (202 ratings)
1,240 students
Created by Todd Birzer, Vivian M Harris
Last updated 7/2021
English
English [Auto]

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

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 H.
29 courses
9 reviews
Rating: 5.0 out of 5Vor einem Jahr
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.

Instructors

Todd Birzer
Product management leader
Todd Birzer
  • 4.6 Instructor Rating
  • 13,335 Reviews
  • 69,260 Students
  • 4 Courses

I'm a product management instructor and consultant, focused on helping product teams become more strategic, impactful, and innovative.

I have over 25 years of experience in product management - as a product manager and leader of product teams - mostly at California-based companies. My most recent role was as the Head of Product at a Canadian start-up, which was good fun. My work has spanned software, hardware, services, artificial intelligence, and user experience.

I have an MBA from the Wharton School of Business at the University of Pennsylvania, and I am the author of the book Becoming a More Strategic Product Manager.

We have such incredible opportunities as product managers. What a gift this job!

Vivian M Harris
Qualitative research consultant
Vivian M Harris
  • 4.5 Instructor Rating
  • 202 Reviews
  • 1,240 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.

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