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Customer Insights: New Product Development Orientation

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Customer Insights: New Product Development Orientation

Instructor: William Qualls

17,979 already enrolled

Included with Learn more

5 modules

Gain insight into a topic and learn the fundamentals.

113 reviews

Beginner level

No prior experience required

1 week to complete

at 10 hours a week

5 modules

Gain insight into a topic and learn the fundamentals.

113 reviews

Beginner level

No prior experience required

1 week to complete

at 10 hours a week

What you'll learn

Understand management processes and market research/forecasting methods firms can utilize for faster and more effective innovation development.
Gain competence with a set of tools and methods for product design and development.
Gain confidence in your own abilities to create a new products.

Skills you'll gain

Details to know

Shareable certificate

Add to your LinkedIn profile

Assessments

2 assignments¹

AI Graded see disclaimer

Taught in English

Flexible schedule

Learn at your own pace

There are 5 modules in this course

This course is closing for new learner enrollment on 9/10/26 and all graded assignments, including peer reviews, must be completed by 8/9/27 to earn a Course Certificate.

You will become familiar with the course, your classmates, and our learning environment. The orientation will also help you obtain the technical skills required for the course. You will also become familiar with the tools and process of analyzing a business situation.

What's included

5 videos5 readings2 assignments1 discussion prompt

5 videosTotal 62 minutes

Welcome to Customer Insights: Orientation!11 minutes
Case Method Analysis14 minutes
Defining the Problem11 minutes
Writing an Executive Summary10 minutes
The BlackBerry Case16 minutes

5 readingsTotal 50 minutes

Syllabus10 minutes
About the Discussion Forums10 minutes
Updating Your Profile10 minutes
Social Media10 minutes
Module 0 Readings and Resources10 minutes

2 assignmentsTotal 60 minutes

Orientation Quiz30 minutes
Demographics Survey30 minutes

1 discussion promptTotal 10 minutes

Getting to Know Your Classmates10 minutes

The high risk and cost of new product failure highlights the importance of understanding the reasons for new product successes and failures. In this module, we will identify and discuss the major reasons for new product development successes and failures. You will experience first-hand the value of creativity in developing a new product and examine the best practices of successful firms and entrepreneurs.

What's included

3 videos1 reading1 peer review

This module will begin by providing an overview of the customer knowledge requirements across stages of the product development cycle. It will then provide a brief overview of qualitative and quantitative research methods and its benefits in understanding customer needs in product development.

What's included

4 videos1 reading1 peer review1 discussion prompt

4 videosTotal 71 minutes

Identifying Customer Needs20 minutes
Stages in New Product Development15 minutes
Steps in Customer Insight Research22 minutes
The Kellogg's Case15 minutes

1 readingTotal 10 minutes

Module 2 Readings and Resources10 minutes

1 peer reviewTotal 60 minutes

Kellogg's Case Analysis60 minutes

1 discussion promptTotal 10 minutes

Module 2 Discussion: Kellogg's10 minutes

This module will provide a conceptual overview of the voice of the customer method for identifying customer needs and expectations for a product or service. This module emphasizes the use of active and passive methods of observing customer behaviors.

What's included

3 videos1 reading1 peer review1 discussion prompt

3 videosTotal 40 minutes

Identifying Customer Needs through Lead Users14 minutes
Voice of the Customer (VOC)13 minutes
House of Quality14 minutes

1 readingTotal 10 minutes

Module 3 Readings and Resources10 minutes

1 peer reviewTotal 120 minutes

Translating Customer Need Requirements from Lead Users120 minutes

1 discussion promptTotal 10 minutes

Module 3 Discussion: Lead Users10 minutes

The purpose of the journey map is to identify the touch points of engagement with customers and to identify customer needs and expectations through the eye of the customer and their experiences.

What's included

6 videos2 readings1 peer review1 plugin

6 videosTotal 56 minutes

Design Thinking17 minutes
Design Thinking Part 21 minute
Mapping Customer Experiences12 minutes
Creating Customer Personas8 minutes
Creating Customer Journey Maps17 minutes
Learn on Your Terms1 minute

2 readingsTotal 20 minutes

Module 4 Readings and Resources10 minutes
Congratulations on completing the course!10 minutes

1 peer reviewTotal 60 minutes

Customer Journey Mapping Exercise60 minutes

1 pluginTotal 15 minutes

How was the course?15 minutes

Instructor

Instructor ratings

(27 ratings)

William Qualls

University of Illinois Urbana-Champaign

1 Course17,979 learners

Offered by

University of Illinois Urbana-Champaign

Why people choose Coursera for their career

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Learner since 2018

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Learner since 2020

"I directly applied the concepts and skills I learned from my courses to an exciting new project at work."

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Learner since 2021

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Learner reviews

5 stars
65.48%
4 stars
22.12%
3 stars
7.07%
2 stars
1.76%
1 star
3.53%

Showing 3 of 113

4.0

Reviewed on Jun 15, 2020

Thought-provoking course. The Jeopardy Quiz questions are a little confusing.

4.0

Reviewed on May 11, 2020

Good explanation of ConceptsAdditional readings have practical examples

5.0

Reviewed on Oct 17, 2020

The course is good and nicely explained the ways and means to capture Customers Insights and development new products.

View more reviews

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Frequently asked questions

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