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所在平台: Coursera |
课程主页: https://www.coursera.org/learn/quantitative-customer-insights
课程评论：没有评论
课程名称：客户洞察：定量技术 概述：本课程将重点讲述定量市场研究在评估新产品机会中的潜力。除关注成功的新产品开发（NPD）的技能与实践外，课程还将通过真实的商业案例展示NPD的多面挑战。第一个模块将提供商业实践基础，帮助学习者利用设计思维框架制定创意解决方案。学习者将体验创意生成过程，并应用调查工具评估消费者对想法的反应，确保在产品上市前的有效反馈。第二个模块将探讨联合分析技术，以量化客户利益、客户价值及其在产品价格与特性之间的权衡决策。概念测试将帮助识别产品或服务的认知、需求及期望，进而为市场定位奠定基础。第三个模块将描述一系列工具，用于评估技术准备度及明确产品特性以满足关键客户需求。学习者将通过与美国领先商业高管的深入访谈，了解创新管理的挑战。学习者还将开发调查（包括适当的数据隐私协议），并分析数据以制定新产品的定价和市场定位决策。第四个模块将展示如何利用这些工具为新产品创建销售和定价预测。课程结束时，学习者将重新定义其产品想法，并针对整体商业案例创建可信的销售预测。 课程大纲： 第一部分：模块1：创意生成 描述：本模块帮助学习者理解调查的作用，并在产品上市前评估消费者对想法的反应。概念测试确定产品或服务的认知、需求及期望，为市场定位奠定基础。 第二部分：模块2：概念测试 描述：本模块探讨如何量化客户利益、价值和客户在价格与产品特性之间的权衡。利用联合分析技术，学习者将能够确定产品定位、价格以及产品扩展的开发方向。 第三部分：模块3：市场测试流程 描述：本模块讨论如何在小规模上测试产品创意，以获得客户对产品或商业创意可行性的反馈。 第四部分：模块4：市场规模估算 描述：本模块将向学习者介绍确定新产品或创意的市场和销售潜力的技术。
Part: 1
Title:Module 1: Idea Generation
Description: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.
Part: 2
Title:Module 2: Concept Testing
Description: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.
Part: 3
Title:Module 3: Test Marketing Processes
Description: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.
Part: 4
Title:MODULE 4: Estimating the Size of the Market
Description:This final module will expose learners to the techniques used to determine the market and sales potential for a new product or idea.
This course will highlight the potential of quantitative marketing research for assessing new product opportunities. In addition to focusing on the skills and practices for a successful New Product Development (NPD), the course will illustrate the multi-faceted challenges of NPD using authentic business situations. The first module will provide business practice foundations to help learners devise creative solutions to problems using a design-thinking framework. Learners will experience the idea creation process and then apply the role of surveys for evaluating consumer responses to an idea before introducing a product to market. The second module will explore the technique of conjoint analysis for quantifying the customer benefits, customer values, and the trade-off he or she is willing to make between the price of the product and desired features of the product or service. Concept testing identifies perceptions, wants, and needs of a product or service as the foundation of targeting and positioning a product in the marketplace. The third module will describe a multitude of tools for assessing technology readiness and defining the product features to target the key customer need requirements. Learners will hear an in-depth interview with one of the leading U.S. business executives on the management challenges of innovation. Learners will develop a survey (with appropriate data privacy agreements) and analyze the data for decisions about the pricing and positioning a new product into a focused market. The fourth module will illustrate the use of the tools to create a sales and pricing forecast for a new product. Three new product ideas representing three different types of market unknowns will be analyzed using market research tools. Upon completion of this course, the learner will have defined and redefined their product idea and created a credible sales forecast for use in an overall business case.
