This course is the first in the Customer Insights and New Product Development (CIPD) specialization. It will introduce learners to the tools and process of gathering customer insights for identifying and developing new product opportunities. Through an integrated set of five modules and hands-on project experiences, learners will acquire the knowledge and skills to turn their ideas gained from understanding customer needs into innovative new products.
Customer Insights: New Product Development Orientation
Give your career the gift of Coursera Plus with $160 off, billed annually. Save today.
Customer Insights: New Product Development Orientation
Instructor: William Qualls
17,196 already enrolled
Included with 
Gain insight into a topic and learn the fundamentals.
4.4
(102 reviews)
Beginner level
No prior experience required
11 hours to complete
3 weeks at 3 hours a week
Flexible schedule
Learn at your own pace
Details to know
Shareable certificate
Add to your LinkedIn profile
Assessments
2 assignments
Taught in English
See how employees at top companies are mastering in-demand skills
Earn a career certificate
Add this credential to your LinkedIn profile, resume, or CV
Share it on social media and in your performance review
There are 5 modules in this course
You will become familiar with the course, your classmates, and our learning environment. The orientation will also help you obtain the technical skills required for the course. You will also become familiar with the tools and process of analyzing a business situation.
What's included
5 videos5 readings2 assignments1 discussion prompt
The high risk and cost of new product failure highlights the importance of understanding the reasons for new product successes and failures. In this module, we will identify and discuss the major reasons for new product development successes and failures. You will experience first-hand the value of creativity in developing a new product and examine the best practices of successful firms and entrepreneurs.
What's included
3 videos1 reading1 peer review
This module will begin by providing an overview of the customer knowledge requirements across stages of the product development cycle. It will then provide a brief overview of qualitative and quantitative research methods and its benefits in understanding customer needs in product development.
What's included
4 videos1 reading1 peer review1 discussion prompt
This module will provide a conceptual overview of the voice of the customer method for identifying customer needs and expectations for a product or service. This module emphasizes the use of active and passive methods of observing customer behaviors.
What's included
3 videos1 reading1 peer review1 discussion prompt
The purpose of the journey map is to identify the touch points of engagement with customers and to identify customer needs and expectations through the eye of the customer and their experiences.
What's included
6 videos2 readings1 peer review1 plugin
Instructor
Instructor ratings
4.6 (22 ratings)Offered by
Recommended if you're interested in Marketing
University of Illinois Urbana-Champaign
Coursera Project Network
IE Business School
Why people choose Coursera for their career
Felipe M.
Learner since 2018
"To be able to take courses at my own pace and rhythm has been an amazing experience. I can learn whenever it fits my schedule and mood."
Jennifer J.
Learner since 2020
"I directly applied the concepts and skills I learned from my courses to an exciting new project at work."
Larry W.
Learner since 2021
"When I need courses on topics that my university doesn't offer, Coursera is one of the best places to go."
Chaitanya A.
"Learning isn't just about being better at your job: it's so much more than that. Coursera allows me to learn without limits."
Learner reviews
Showing 3 of 102
4.4
102 reviews
- 5 stars
63.72%
- 4 stars
22.54%
- 3 stars
7.84%
- 2 stars
1.96%
- 1 star
3.92%
New to Marketing? Start here.
Open new doors with Coursera Plus
Unlimited access to 7,000+ world-class courses, hands-on projects, and job-ready certificate programs - all included in your subscription
Advance your career with an online degree
Earn a degree from world-class universities - 100% online
Join over 3,400 global companies that choose Coursera for Business
Upskill your employees to excel in the digital economy
Frequently asked questions
Once you enroll for a Certificate, you’ll have access to all videos, quizzes, and programming assignments (if applicable). If you choose to explore the course without purchasing, you may not be able to access certain assignments.
You will be eligible for a full refund until 2 weeks after your payment date. You cannot receive a refund once you’ve earned a Course Certificate, even if you complete the course within the 2-week refund period. View our full refund policy.
Yes! Coursera provides financial aid to learners who would like to complete a course but cannot afford the course fee. To apply for aid, select "Learn more and apply" in the Financial Aid section below the "Enroll" button. You'll be prompted to complete a simple application; no other paperwork is required.