Course

Consumer Insights: Data Analysis and Interpretation

In this class students will work with real life examples building products that customer want and businesses cherish. We will cover start of the art qualitative and quantitative research tools such as regression and conjoint analysis to derive insights about our customers. We will model the success of a new product through modeling of the size of the addressable market.

Through in-class labs we will build positioning, promotional and pricing product strategies widely used in the digital marketing industry today. The students will learn to use state of the art tools used to collect data using customer research surveys, analyze data using statistical and inference models and visualize results with actionable recommendations. The best part: even though this class is very data driven, there is no programming required!

Learning Outcomes:

At the conclusion of the course, students will be able to:

• Explain how to put ideas to test
• Examine what the customer wants
• Describe regression and conjoint analysis
• Explain how to estimate the market size

Topics include:

• Customer metrics
• Idea creation
• Research: customer surveys
• Conjoint analysis
• Actionable customer insights: value versus pricing
• Market size estimation