The benefit of learning together with your friend is that you keep each other accountable and have meaningful discussions about what you're learning.
Courtlyn
Promotion and Events Specialist
Unlock the power of customer insights with consumer psychology and customer analytics
August 24, 2022
6 weeks, online
4–6 hours per week
US$2,600 US$2,392 or get US$260 off with a referral
Our participants tell us that taking this program together with their colleagues helps to share common language and accelerate impact.
We hope you find the same. Special pricing is available for groups.
The benefit of learning together with your friend is that you keep each other accountable and have meaningful discussions about what you're learning.
Courtlyn
Promotion and Events SpecialistBased on the information you provided, your team is eligible for a special discount, for Mastering Customer Insights (Online) starting on August 24, 2022 .
We’ve sent you an email with enrollment next steps. If you’re ready to enroll now, click the button below.
Have questions? Email us at group-enrollments@emeritus.org.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:
Organizations that leverage their customer behavior to generate insights outperform their peers by 85 percent in sales growth.
While businesses around the world hold customer experience among their top-five priorities, 83 percent are not delivering.
By the end of the program, you will be able to:
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.
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.
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.
Take an in-depth look at qualitative research methods, and see how organizations have leveraged qualitative findings to become more customer centric.
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.
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.
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.
Take an in-depth look at qualitative research methods, and see how organizations have leveraged qualitative findings to become more customer centric.
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.
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.
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.
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.
Live webinars
Cross-disciplinary applications
Case studies
Crowdsourcing
Live office hours with program leaders
Cohort-based learning
Guest insights
Hands-on activities
Immersive discussions
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.
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.
Professor Morwitz’s research explores the impact of consumers’ self-predictions on their subsequent purchase behavior, the psychology of how consumers process price information, and the effectiveness of health-related messages. Her research is widely published, appearing in academic journals such as American Journal of Public Health, Harvard Business Review, Journal of Consumer Psychology, Journal of Consumer Research, Journal of Marketing Research, Management Science, and Marketing Science. Professor Morwitz teaches Behavioral Economics and Decision Making at the MBA and executive levels. Prior to joining Columbia, she served on the faculty of NYU’s Stern School for 28 years
Professor Morwitz holds a BS in applied mathematics and computer science from Rutgers University, an MS in operations research from Polytechnic Institute of New York (now NYU’s Tandon School), and an MA in statistics and a PhD in marketing from the Wharton School at the University of Pennsylvania.
KELLY PETERS
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.
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.
Download BrochureYour 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.
Flexible payment options available.
