In this module, you’ll learn how to design and conduct effective customer interviews using AI as a support tool. You’ll explore how to plan interviews that uncover meaningful insights, generate and refine interview questions with AI, and guide conversations toward real experiences rather than opinions. You’ll also learn how to apply ethical best practices when working with customers and AI tools. By the end of this module, you’ll be able to design and run a customer interview that produces actionable insights. You’ll apply your learning by creating an interview guide with AI and conducting your own customer interviews. Tip: The most valuable interviews focus on what people have actually done—ask for stories, not hypotheticals.

In this module, you’ll learn how to turn raw interview data into clear insights using AI-supported analysis. You’ll explore how to identify patterns and themes in qualitative data, use generative AI to support synthesis, and evaluate AI outputs for accuracy and potential bias. You’ll also learn how to create a customer journey map to visualize insights and better understand the user experience. By the end of this module, you’ll be able to analyze interview data and identify meaningful customer problems. You’ll apply your learning by extracting themes from interview data and building a customer journey map. Tip: AI can speed up analysis, but your judgment is essential—always review and validate what AI produces.

In this module, you’ll learn how to turn customer insights into high-impact product opportunities using AI-supported research. You’ll explore how to reframe problems using the Jobs To Be Done framework, conduct lightweight market research with AI tools, and identify opportunities that are common, painful, and underserved. You’ll also learn how to evaluate which opportunities are most worth pursuing. By the end of this module, you’ll be able to define and prioritize a high-impact product opportunity. You’ll apply your learning by using AI to explore the market landscape and identify your top opportunity. Tip: The best opportunities sit at the intersection of real customer pain and unmet market need.