Customer Research with Generative AI for Product Managers

Instructor: Lindsay Oishi

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4 modules

Gain insight into a topic and learn the fundamentals.

Beginner level

Recommended experience

9 hours to complete

Flexible schedule

Learn at your own pace

4 modules

Gain insight into a topic and learn the fundamentals.

Beginner level

Recommended experience

9 hours to complete

Flexible schedule

Learn at your own pace

Skills you'll gain

Tools you'll learn

Generative AI

Details to know

Shareable certificate

Add to your LinkedIn profile

Assessments

11 assignments¹

AI Graded see disclaimer

Taught in English

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There are 4 modules in this course

By the end of this course, you’ll be able to identify, analyze, and prioritize meaningful customer problems using generative AI. You’ll learn how to combine human-centered product thinking with AI tools to conduct research, uncover insights, and define high-impact product opportunities.

You’ll develop practical skills in customer discovery, including using AI to explore customer needs, design and conduct effective interviews, and analyze qualitative data for patterns and insights. You’ll also learn how to evaluate AI outputs critically and apply ethical best practices when working with customer data. What makes this course unique is its hands-on, real-world approach to integrating AI into product management workflows. Rather than focusing on theory, you’ll apply AI tools throughout the course to complete key product tasks, from drafting interview guides to identifying opportunity areas using market research. This course is ideal for aspiring and early-career product managers, as well as professionals looking to incorporate AI into customer research and product discovery.

In this week, you’ll get oriented to the course and begin identifying meaningful customer problems by combining empathy with AI-assisted research. You’ll explore how generative AI fits into modern product management, set up the tools you’ll use throughout the course, and connect your personal goals to the skills you’re building. You’ll learn how to understand customers deeply, use AI to explore patterns in their needs and frustrations, and evaluate AI-generated insights for accuracy and bias. By the end of this week, you’ll be able to define a clear customer group and problem space worth exploring. You’ll apply your learning by reflecting on your goals, using AI tools to investigate customer needs, and drafting your own customer problem statement. Tip: Focus on understanding the customer before jumping to solutions—strong discovery leads to better products.

What's included

17 videos6 readings3 assignments

17 videosTotal 48 minutes

Course Introduction5 minutes
How We Will Use AI2 minutes
Introduction to Producty Discover with Empathy and AI1 minute
Why Customer Empathy Matters - Part 12 minutes
Why Customer Empathy Matters - Part 22 minutes
Definining Key Terms: Product & Customers4 minutes
Customer Driven Innovation - Part 11 minute
Customer Driven Innovation - Part 24 minutes
How to Choose a Customer5 minutes
Ethical Considerations2 minutes
Customer Problem Statements2 minutes
Exploring Customer Problems with Generative AI6 minutes
Evaluating AI Confidence4 minutes
Avoiding AI Bias5 minutes
The Importance of Open-Mindedness2 minutes
The Discovery/Delivery Framework3 minutes
End of Module 1 Summary1 minute

6 readingsTotal 39 minutes

Course Navigation and Safety Statement1 minute
Getting Set Up with AI Tools10 minutes
Transforming Healthcare for Children and Their Families20 minutes
Inuit Global: Customer Driven Innovation! 4 minutes
Choosing a Customer Checklist2 minutes
Checking AI Sources2 minutes

3 assignmentsTotal 90 minutes

Knowledge Check30 minutes
Describe Your Customer30 minutes
Draft a Customer Problem Statement with AI30 minutes

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.

What's included

15 videos4 readings3 assignments

15 videosTotal 45 minutes

Introduction to Conducting Customer Interviews2 minutes
Why Do Interviews? - Part 11 minute
Why Do Interviews? - Part 21 minute
Customer Interview Basics6 minutes
Ask For Stories, Not Opinions3 minutes
Listen for "Pain Points" - Part 12 minutes
Listen for "Pain Points" - Part 23 minutes
Don't Offer Solutions3 minutes
Ethics in Customer Research: Respect5 minutes
Ethics in Customer Research: Transparency3 minutes
Ethics in Customer Research: Consent & Privacy5 minutes
Ethical Use of AI Tools2 minutes
Using AI to Plan an Interview6 minutes
After the Interview2 minutes
End of Module 2 Summary1 minute

4 readingsTotal 7 minutes

YouTube: The Idea That Started DoorDash1 minute
Use Case: Pain Points1 minute
Ethics in User Research Checklist2 minutes
AI Supported Interviewing3 minutes

3 assignmentsTotal 90 minutes

Knowledge Check30 minutes
Complete a Customer Interview30 minutes
Use AI to Plan an Interview30 minutes

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.

What's included

12 videos2 readings3 assignments

12 videosTotal 29 minutes

Introduction to Analyzing Interview Data2 minutes
Why Analysis Matters1 minute
From Analysis to Opportunity - Part 11 minute
From Analysis to Opportunity - Part 22 minutes
Extracting Themes and Quotations5 minutes
Introduction to AI-Supported Analysis1 minute
Common AI Analysis2 minutes
Demo: Analyze Interviews with AI7 minutes
Evaluating AI Outputs1 minute
Customer Journey Maps2 minutes
Journey Map Example5 minutes
End of Module 3 Summary1 minute

2 readingsTotal 4 minutes

Embrace: Creating a Life-Saving Product2 minutes
Using AI Responsibly for Interview Analysis2 minutes

3 assignmentsTotal 90 minutes

Your First Pass: Finding Patterns Without AI30 minutes
Now Compare: Your Analysis vs. AI30 minutes
Build a Customer Journey Map From Your Research30 minutes

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.