University of Illinois at Urbana-Champaign
Customer Insights: Quantitative Techniques
University of Illinois at Urbana-Champaign

Customer Insights: Quantitative Techniques

Taught in English

Some content may not be translated

9,325 already enrolled


Gain insight into a topic and learn the fundamentals

James Lenz

Instructor: James Lenz


(30 reviews)

14 hours to complete
3 weeks at 4 hours a week
Flexible schedule
Learn at your own pace

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There are 5 modules in this course

This course will highlight the potential of quantitative marketing research for assessing new product opportunities. The first three modules will provide the foundations to help learners identify creative solutions to problems using a design thinking framework, introduced in Module 4.

What's included

1 video4 readings2 quizzes1 discussion prompt

In this first module, we will help learners understand the role of surveys and the ability to evaluate consumer responses to an idea before introducing a product to market. Concept testing identifies perceptions, wants, and needs of a product or service as the foundation of targeting and positioning a product in the marketplace.

What's included

3 videos2 readings1 quiz1 peer review

This second module will explore a method for quantifying the customer benefits, customer values, and the trade-off they are willing to make between the price of the product and desired features of the product or service. Using the technique of conjoint analysis, learners will be able to use the information to determine product positioning, price, and development of product extensions.

What's included

4 videos2 readings1 quiz1 peer review

In this third module, we will discuss examples of how to test market a product idea on a small scale in order to get customer feedback on the feasibility of a product or business idea.

What's included

4 videos2 readings1 quiz1 peer review

This final module will expose learners to the techniques used to determine the market and sales potential for a new product or idea.

What's included

5 videos3 readings2 quizzes1 peer review


James Lenz
University of Illinois at Urbana-Champaign
1 Course9,325 learners

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Reviewed on Aug 27, 2023

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