Customer Insights: Quantitative Techniques

This course will highlight the potential of quantitative marketing research for assessing new product opportunities. In addition to focusing on the skills and practices for a successful New Product Development (NPD), the course will illustrate the multi-faceted challenges of NPD using authentic business situations. The first module will provide business practice foundations to help learners devise creative solutions to problems using a design-thinking framework. Learners will experience the idea

• Develop conjoint analysis methods to balance product features and price
• Collect and analyze customer data effectively
• Make product business case decisions based on customer insights
• Create detailed sales and revenue forecasts for new product concepts