This module addresses the critical nature of customer and market insight in driving product advantage. Participants will study research design and methods for uncovering and analysing customer and market data. Students will develop their ability to derive and communicate insights to inform the development of product-market strategy. The module supports learners to develop a critical understanding of the theoretical foundations and practical applications of a market/customer-driven approach to product development and commercialisation.
The aim of this module is to enable data-driven decision making and an appreciation for the role of customer insights in building and executing product strategy. With emphasis on customer, product, and market insight, the module focuses on primary research approaches. Secondary research (library and commercial sources) and Data Analytics are also addressed (practice emphasis).
The module is theoretically informed yet practice focused and utilises the experience of the students in module activities.
Students will develop their ability to communicate customer insights and build a better understanding of their role in the development of Product strategy.
- Business Research Methods
- Using qualitative research in the product management context
- Justifying a qualitative approach
- Surveys/questionnaires over qualitative methods
- The importance of collecting and disseminating market and customer insights
- Building market knowledge through ‘big data’
- Online research tools and analytical techniques
- Principles and practice of netnography
- The evolution of segmentation
- Customer experience metrics
- Designing coherent, succinct and methodologically sound questionnaires
- Advantages and pitfalls associated with various modes of questionnaire administration
- Ethical considerations inherent in conducting business research
The content will be delivered over a two-day module. The session will be lecture/workshop based with theory and practical activities intertwined to motivate and stimulate discussion.
Participants contribute their experience to both the lecture and peer activities to enhance learning for the cohort. Guest lectures further reinforce the link between theory and practice.
| Module Content & Assessment | |
|---|---|
| Assessment Breakdown | % |
| Other Assessment(s) | 100 |