Mastering Customer Insights (Online)

Unlock the power of customer insights with consumer psychology and customer analytics

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Course Dates

STARTS ON

November 17, 2022

Course Duration

DURATION

6 weeks, online
4–6 hours per week

Course Fee

PROGRAM FEE

US$2,600 US$2,210 or get US$260 off with a referral

Course Information Flexible payment available

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Empower Your Decision Making with Mastering Customer Insights

Whether you are a marketing professional in a global corporation, an executive at a small non-profit, or the manager of a political campaign, one thing is clear: customer-centric decision making is one of the most critical skills. The Mastering Customer Insights program will prepare you for some of the most pressing questions any decision maker faces, including:

  • How do I derive valuable customer insights and use them to develop better marketing campaigns?
  • How do I leverage behavioral and economic theories to learn new insights about my customers?
  • How do I leverage research and other methodologies to gain unique insights into my customers and help differentiate products, services, and brands from the competition?

85%

Organizations that leverage their customer behavior to generate insights outperform their peers by 85 percent in sales growth.

Source: Microsoft, 2021

83%

While businesses around the world hold customer experience among their top-five priorities, 83 percent are not delivering.

Source: Salesforce, 2021

Key Takeaways

By the end of the program, you will be able to:

  • Adopt a customer-centric mindset, including increased profitability and greater customer satisfaction and loyalty
  • Leverage the power of consumer psychology and behavioral economics to deliver valuable customer insights
  • Perform qualitative and quantitative research and causal experiments, and apply your knowledge using real-world insights to boost sales and maximize profitability
  • Apply your knowledge of customer insights through the expertise of renowned Columbia faculty and guests, as well as a range of cross-disciplinary applications, including for-profit and non-profit organizations and public service and political initiatives
  • Benefit from an interactive learning experience, including crowdsourcing and discussions with a global cohort of peers, as well as other hands-on activities

Who Should Attend?

  • Mid- to senior level professionals in marketing, media, or advertising who want to discover how to derive meaningful customer insights and become proficient at leveraging them to develop better marketing campaigns
  • Business and product leaders or entrepreneurs who want to enhance their research skills and understand the application of customer insights in driving product and business decisions
  • Market research professionals who are interested in elevating their understanding of research methodologies and other techniques to gain unique customer insights, which will ultimately equip them with the knowledge to help develop products, services, and brands that are differentiated from the competition

Program Modules

Module 1:

Becoming a Customer-Centric Organization

Explore what it means to be customer centric and why it is important. Then, discover how customer insights can be used for transformation into a customer-centric organization.

Module 2:

The Psychology of the Decision-Making Process

Understand the consumer decision-making process, identify marketing challenges, examine factors that influence customer behavior, and interrupt the customer decision at just the right time.

Module 3:

Originating Insights with Behavioral Economics

Learn about the relationship between behavioral economics and consumer decision making, and discover how organizations can derive customer insights from the field of behavioral economics.

Module 4:

Qualitative Research Techniques in Theory and Practice

Take an in-depth look at qualitative research methods, and see how organizations have leveraged qualitative findings to become more customer centric.

Module 5:

Quantitative Research Techniques in Theory and Practice

Learn about quantitative research approaches including surveys and big data. Then, take a closer look at the advantages and disadvantages of surveys, survey design, and best practices for survey administration.

Module 6:

Experimentation and Research for Customer-Centric Decision Making

Insights can be derived using a variety of methods. Dive deeper into experimental research, gain the knowledge you need to use the scientific method, and discover the power of experimentation to yield valuable customer insights for your organization.

Module 1:

Becoming a Customer-Centric Organization

Explore what it means to be customer centric and why it is important. Then, discover how customer insights can be used for transformation into a customer-centric organization.

Module 4:

Qualitative Research Techniques in Theory and Practice

Take an in-depth look at qualitative research methods, and see how organizations have leveraged qualitative findings to become more customer centric.

Module 2:

The Psychology of the Decision-Making Process

Understand the consumer decision-making process, identify marketing challenges, examine factors that influence customer behavior, and interrupt the customer decision at just the right time.

Module 5:

Quantitative Research Techniques in Theory and Practice

Learn about quantitative research approaches including surveys and big data. Then, take a closer look at the advantages and disadvantages of surveys, survey design, and best practices for survey administration.

Module 3:

Originating Insights with Behavioral Economics

Learn about the relationship between behavioral economics and consumer decision making, and discover how organizations can derive customer insights from the field of behavioral economics.

Module 6:

Experimentation and Research for Customer-Centric Decision Making

Insights can be derived using a variety of methods. Dive deeper into experimental research, gain the knowledge you need to use the scientific method, and discover the power of experimentation to yield valuable customer insights for your organization.

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Program Experience

Decorative image relating to Live webinars

Live webinars

Cross-disciplinary applications

Case studies

Crowdsourcing

Live office hours with program leaders

Cohort-based learning

Guest insights

Hands-on activities

Immersive discussions

Case Studies and Industry Examples

Assignments, case studies, and lectures will give you the opportunity to incorporate real-world examples into your learning to help you deepen your understanding of some of the core research methodologies you can leverage to generate customer insights and evolve into a customer-centric organization.

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Program Faculty

Image of the faculty Vicki G. Morwitz

VICKI G. MORWITZ

Bruce Greenwald Professor of Business in Marketing; Columbia Business School

Professor Morwitz is a past president and a fellow of the Society of Consumer Psychology and the editor-in-chief of the Journal of the Association for Customer Research. She also served as the former co-editor of the Journal of Consumer Research.... More info

FEATURED GUEST SPEAKER

Image of the guest speaker Kelly Peters

KELLY PETERS

Former CEO, BEworks

Kelly Peters is the co-founder and former CEO of BEworks, the first consulting firm dedicated to the practice of applying behavioral economics to solving business and policy challenges. Kelly has overseen the design and launch of more than 300 behavioral economics projects in the financial services, health care, retail, and sustainability sectors.

Through the Beworks Method, Kelly has helped companies, including Unilever, Georgia Pacific, CitiBank, and Manulife, diagnose the consumer mindset, enabling them to develop scientifically grounded strategies and validate recommendations through empirically sound experiments.

She combines the rigor of the scientific method with the innovation of behavioral insights and the pragmatism of management consulting to help companies create better products, services, and experiences. Her research lies at the nexus of behavioral science and technology: improving science through better data gathering techniques and measures and improving technology through a scientific understanding of adoption and usage barriers.

Kelly holds a BA in interdisciplinary studies from Florida State University, an MS in Accounting from the University of Toronto, and an MBA with an emphasis in financial services from Dalhousie University, completed in partnership with the Institute of Canadian Banker.

Certificate

Certificate

Upon completion of the program, participants will receive a certificate of participation from Columbia Business School Executive Education and two days towards a Certificate in Business Excellence.

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Your verified digital certificate will be issued in your legal name and emailed to you, at no additional cost, upon completion of the program as per the stipulated requirements. All certificate images are for illustrative purposes only and may be subject to change at the discretion of Columbia Business School Executive Education.

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