👩🏼🏫 7 modules ✅ Vetted exam questions 📝 7 templates and frameworks ⏰ 3+ hours of content, 🎬 Bonus footage and fireside chats 🔖 Official certification
👨🏼💻 100% self-paced
Course overview.
You can’t afford to overlook what your customers are saying, thinking, and asking for.
Customer Research Certified covers the essential knowledge and audience research tools needed to gather, synthesize, and analyze customer research, and transform those insights into actionable outputs that drive revenue, explaining the key steps on how to conduct market research for a business plan.
You’ll be taken through a practical and actionable step-by-step framework that’ll define your product’s narrative, and enhance your value.
What will you achieve?
Complete this comprehensive certification and you’ll grasp the ins and outs of how to do customer research, such as how to:
💰 Get buy-in from key stakeholders,
🧑💼 Build a compelling business case,
🤝 Understand how user interviews work,
📚 Collect feedback via surveys, interviews, and transactional channels,
❓ Structure questions and interviews to get the most powerful insights,
✅ Analyze feedback to inform your go-to-market strategies,
🗣️ Communicate with and engage stakeholders,
⏳ Measure the return on investment (ROI) of your research program, plus
💪 Why product marketing should own voice of customer programs.
“This course covers all-things VoC programs and shares fresh ideas for connecting deeper with customers. The course provides a bunch of templates, guides, and resources to give PMMs a huge jump start to implement their own customer research program and consequently drive product growth.”
Iman Bayatra, Global Head of Product Marketing & Strategy at Coachendo
Meet your instructor, Lauren Culbertson.
Lauren is the CEO and Co-founder of LoopVOC, and a B2B SaaS product marketer turned entrepreneur.
After 10 years leading product marketing teams, Lauren left the corporate world to start her own software company, solving challenges she faced using customer feedback to drive product growth.
Her mission is to elevate the role of product marketing as a strategic growth engine by deeply connecting product marketers with the markets they serve.
Lauren believes that when PMMs have the insights to understand what customers need and where their markets are going, they can proactively evolve go-to-market strategies to build, position, and grow the best products.
Unlock an additional 24+ courses 🔓
For the cost of just four Masters courses ($500 each), you'll gain access to our entire suite of courses,
700+ hours of strategy content, templates & frameworks, mentorship opportunities, and more when you become a Pro+ Member.
We're talking $15,000+ worth of PMM resources for $1,999. 👀
Why choose us over others?
🔥 Home to the biggest PMM community in the world, our content's based on the trends and themes garnered from the masses.
✅ We're accredited and recognized by Continuing Professional Development (CPD) and the Chartered Institute of Marketing (CIM).
👍 We update our content every quarter so you're always on top of the hottest trends.
🗝 Access all the footage, frameworks, and bonus materials forever.
What you can expect from Customer Research Certified
“Customer research should be in the core of every product marketer. If you need to sharpen your research skills and learn how to track the ROI of your research program, this is a course to take!”
Igor Kranjčec, Head of Marketing at Mediatoolkit
Course curriculum
- Qualitative vs quantitative feedback (1:59)
- Transactional vs in-depth feedback (3:55)
- Using NPS data to make decisions
- Bonus | Win-loss interview bundle
- Determining if you have enough customer feedback (2:03)
- Collecting additional feedback via surveys & interviews (5:14)
- Asking the right questions (4:20)
- Conducting your surveys and interviews (1:43)
- Aggregating customer feedback (1:21)
- Bonus | Be the voice of your customer
- Bonus | The science behind gathering feedback from developers
- Exam | Collecting & aggregating feedback
- Calculating your ROI (1:55)
- Gathering data and key input variables (1:43)
- Measuring costs of manually aggregating feedback (1:45)
- Measuring costs of classifying and analyzing feedback (2:57)
- Measuring costs of communicating and acting on feedback (2:07)
- Summarizing total costs and measure ROI (1:43)
- Exam | Measuring manual ROI
Looking to learn as a team?
If you're looking to get a team of three or more PMMs certified, then speak to Adam about team rates on [email protected].
How to sell it to your boss.
Customer research is fundamental and foundational to the long-term success of any product and company. However, without the right structure, golden insights get lost in systems, spreadsheets, and meetings.
This course gives away the most systematic approach to creating deep connections with your customers, implementing insights that drive revenue, becoming a strategic growth engine, and implementing tangible, company-wide change.
FAQs.
Q: Who’s this course for?
A: The course is for any product marketer with a figurative finger in the customer research pie. Whether you’re a customer research novice, or a hardened PMM keen to boost your know-how, this certification includes everything you need, and more, to help you and your team gain an in-depth understanding of your customers.
Q: How does the course work?
A: The course is 100% OnDemand and fully self-paced. Once you enroll, you’ll work through the modules in whatever order suits your goals and be invited to take part in activities. At the end of each module, you’ll be presented with mandatory exam questions and if you pass all these, you’ll become Customer Research Certified!
Q: How long will the course take to complete?
A: The course curriculum will take approximately 2 hours to complete. Add to that, there’s bonus footage and fireside chats to supplement takeaways from the main syllabus.
Q: What happens if I don’t pass the exams?
A: If you fail the first time around you'll be given the option to retake the exam. If you fail the second attempt, unfortunately, it means you won’t get the certificate. However, all’s not lost, you’ll have still learned LOTS and you’ll be given access to the course materials for life - so you can brush up on the bits you slipped up on forevermore!
Q: How long will I have access to the course content?
A: For life! One, one-off payment gives you unlimited to all the course’s content.
