Course

Consumer Insights: Data Analysis and Interpretation | MKTG.X413

In this class students will build products that customers want and businesses cherish using real-life examples. We will study state-of-the-art qualitative and quantitative research tools, such as regression and conjoint analysis, to learn insights about our customers. We will forecast the success of a new product through modeling the size of the addressable market.

During in-class labs we will build positioning, promotional, and pricing product strategies used in the digital marketing industry today. Learn about the latest tools used to collect data, including customer research surveys, and begin to data analysis using statistical and inference models. You will visualize results and create actionable recommendations.

The best part: Even though this class is data-driven, there is no programming required.

Learning Outcomes

Topics include

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