Convince
your boss
Download
your brochure
Navigate customer
insights confidently
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Course
overview
In today’s ultra-competitive landscape, understanding your customers is key to success. Our Customer Research Certified: Masters course will provide you with the vital knowledge and tools to gather, synthesize and analyze valuable customer insights.
Gain a sound understanding of how to get buy-in from stakeholders, how to structure interviews and questions to get powerful insights, and why product marketing should own voice of customer programs. Through practical frameworks and expert guidance, you’ll be equipped to make data-driven decisions, connect deeper with your customers, and drive tangible business change.
Chapters
- How to get the most out of this course
- Your course pack
- Resource library
Chapters
- Defining the Voice of Customer
- Why product marketing should own VoC
- Getting cross-functional buy-in
- Measuring business impact
- Building trust
- Creating customer feedback champions
- Bonus: How to deliver value based on feedback
- Exam: Intro to VoC
Chapters
- Qualitative vs quantitative feedback
- Transactional vs in-depth feedback
- Using NPS data to make decisions
- Bonus: Win-loss interview bundle
- Determining if you have enough customer feedback
- Collecting additional feedback via surveys & interviews
- Asking the right questions
- Conducting your surveys and interviews
- Aggregating customer feedback
- Bonus: Be the voice of your customer
- Bonus: The science behind gathering feedback from developers
- Exam: Collecting & aggregating feedback
Chapters
- Identifying trends and themes
- Analyzing feedback for top issues and opportunities
- Identifying the root cause
- Bonus: Leveraging feedback loops to build better products
- Exam: Classifying & analyzing feedback
Chapters
- Closing the loop
- Measuring impact and evolving strategies
- Expert insight with Jam Khan at 6sense
- Exam: Communicating & acting on feedback
Chapters
- Adopting the ROI calculator
- Calculating the % of feedback that’s positive
- Calculating how positive feedback impacts retention
- Pulling the ROI lever
- Exam: Measuring ROI
Chapters
- Calculating your ROI
- Gathering data and key input variables
- Measuring costs of manually aggregating feedback
- Measuring costs of classifying and analyzing feedback
- Measuring costs of communicating and acting on feedback
- Summarizing total costs and measure ROI
- Exam: Measuring manual ROI
Modules
- VoC automation
- Calculate software costs
- Measure ROI
- Closing
Modules
- Resource library
- Continue your professional development
- Get your certificate
Modules
Chapters
- How to get the most out of this course
- Your course pack
- Resource library
Chapters
- Defining the Voice of Customer
- Why product marketing should own VoC
- Getting cross-functional buy-in
- Measuring business impact
- Building trust
- Creating customer feedback champions
- Bonus: How to deliver value based on feedback
- Exam: Intro to VoC
Chapters
- Qualitative vs quantitative feedback
- Transactional vs in-depth feedback
- Using NPS data to make decisions
- Bonus: Win-loss interview bundle
- Determining if you have enough customer feedback
- Collecting additional feedback via surveys & interviews
- Asking the right questions
- Conducting your surveys and interviews
- Aggregating customer feedback
- Bonus: Be the voice of your customer
- Bonus: The science behind gathering feedback from developers
- Exam: Collecting & aggregating feedback
Chapters
- Identifying trends and themes
- Analyzing feedback for top issues and opportunities
- Identifying the root cause
- Bonus: Leveraging feedback loops to build better products
- Exam: Classifying & analyzing feedback
Chapters
- Closing the loop
- Measuring impact and evolving strategies
- Expert insight with Jam Khan at 6sense
- Exam: Communicating & acting on feedback
Chapters
- Adopting the ROI calculator
- Calculating the % of feedback that’s positive
- Calculating how positive feedback impacts retention
- Pulling the ROI lever
- Exam: Measuring ROI
Chapters
- Calculating your ROI
- Gathering data and key input variables
- Measuring costs of manually aggregating feedback
- Measuring costs of classifying and analyzing feedback
- Measuring costs of communicating and acting on feedback
- Summarizing total costs and measure ROI
- Exam: Measuring manual ROI
Modules
- VoC automation
- Calculate software costs
- Measure ROI
- Closing
Modules
- Resource library
- Continue your professional development
- Get your certificate
Modules
Our stats
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“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
“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
Download
your brochure
Learn from the collective success and experience of the world’s biggest product marketing community. Not only that, but our certifications are built with the support of PMMs from the largest orgs around such as Adobe, Google, Linkedin, Atlassian, Grammarly, and many more.
If you need help convincing your company to pay for your training, we’ve done the leg work for you.
Your
instructors
Your instructor,
Chris Tran
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A tenured product marketing voice, Holly brings expertise across go-to-market strategy, messaging, positioning, and stakeholder management. While working in new application development at Amazon Web Services (AWS), Holly also delivers thought-provoking ideas for GTM strategy in workshops, lectures, and two podcasts.
Her goal is to continue to build a strong awareness of the Product Marketing function, coach others how to apply critical thinking and strategic PMM frameworks, and mentor young marketers in their career.
Holly gets a kick out of solving problems with cross-functional teams and telling good stories.
Your instructor,
Lauren Culbertson
Lauren Culbertson stands at the forefront of product marketing and customer research, boasting an impressive career spanning over a decade. As the co-founder and CEO of LoopVOC and the voice behind Procore Technologies' global customer programs, she brings a wealth of real-world experience to her course.
Known for her entrepreneurial spirit and result-driven approach, Lauren offers a treasure trove of knowledge for anyone eager to harness customer feedback to build, position, and grow the best products.
Your instructor,
Chris Tran
A tenured product marketing voice, Holly brings expertise across go-to-market strategy, messaging, positioning, and stakeholder management. While working in new application development at Amazon Web Services (AWS), Holly also delivers thought-provoking ideas for GTM strategy in workshops, lectures, and two podcasts.
Her goal is to continue to build a strong awareness of the Product Marketing function, coach others how to apply critical thinking and strategic PMM frameworks, and mentor young marketers in their career.
Holly gets a kick out of solving problems with cross-functional teams and telling good stories.
Your instructor,
Dana Rosenberg
Product Leader with expertise in creating and executing strategic initiatives, managing teams, improving operations, and driving results. Diverse background across the nonprofit, public and private sectors with a proven track record to operate in both entrepreneurial and highly matrixed work environments. Fueled by getting stuff done & passionate about work that has a social impact.
Your instructor,
Chris Tran
A tenured product marketing voice, Holly brings expertise across go-to-market strategy, messaging, positioning, and stakeholder management. While working in new application development at Amazon Web Services (AWS), Holly also delivers thought-provoking ideas for GTM strategy in workshops, lectures, and two podcasts.
Her goal is to continue to build a strong awareness of the Product Marketing function, coach others how to apply critical thinking and strategic PMM frameworks, and mentor young marketers in their career.
Holly gets a kick out of solving problems with cross-functional teams and telling good stories.
Your instructor,
Gaurav Jaiswal
Global business executive with a unique blend of strategic business thinking and hands-on operational experience in building and growing a business. Proven track record of successfully creating and launching products, managing large product portfolio and scaling digital business.
By the end of the course
you'll be able to...
Gather insights
Successfully gather valuable customer research through surveys, interviews, and transactional channels.
Strategize
Build a compelling business case and get buy-in from key stakeholders to establish effective customer research programs.
Measure
Accurately measure the ROI of your customer research program to demonstrate its value and impact.
What's
included
2+ hours of content, packed with expert insights and practical knowledge for mastering customer research.
7 tried-and-tested templates and frameworks to streamline your customer research process and kickstart your insights gathering.
Assess your understanding and progress with carefully designed exam questions, ensuring you grasp the key concepts and techniques.
Enjoy bonus footage and fireside chats with industry experts, who provide additional perspectives and real-world examples.
Learn on your own schedule with our self-paced course structure.
Gain lifetime access to all course materials, including future updates. Revisit and reinforce your knowledge whenever you need it.
Earn an official Customer Research certification upon completion of the exams.
Get personalized and actionable advice to your toughest product marketing questions, backed by Product Marketing Alliance’s entire knowledge base, using PMM-GPT.
Get access to
these resources...
With every single one of our courses and certifications, you can get your hands on templates, frameworks, and toolkits. All are designed with the cumulative knowledge of our community to help you implement your newfound knowledge the very next day.
Get this course plus 25 others,
with Pro+ membership
Looking for lifelong L&D support? Discover how our Pro+ memberships stack up against our individual courses to find the best value for your investment.
25+ courses (incl. updates and future releases)
Complimentary access to 1x PMM Summit every year
Live workshops every month
Exclusive content
100+ templates and frameworks
500+ hours of OnDemand video content
PMM mentors
Members-only events and community
PMM learning paths and toolkits
Ungated access to industry reports
Lifetime access to all course content
Access to all future course updates
Official certification if you pass the exams
Course
benefits
Unlock the power of customer insights to drive revenue growth.
Optimize your resources to focus on what truly matters to your customers, and eliminate risk.
Streamline the customer research process with exclusive templates and frameworks.
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Why choose
courses from PMA?
Whether you’re tuning in live or want unlimited access to all member benefits, select the plan that’s best for you...
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Get your team on
the same page...
Fill key knowledge gaps and get everyone speaking the same language by getting your whole team certified. Book in a call to discuss group rates.
Trusted by teams including:
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Don’t wait for your workshop.
Get your answers instantly.
Ask questions and get advice with PMM-GPT - the ultimate AI sidekick for ambitious product marketers looking to fast-track their growth with community-backed insights.
FAQS
This course is for anyone in the product marketing field. Whether you’re a customer research novice, or a seasoned PMM hungry for more knowledge, this course has everything you need to master the art of customer research.
This course provides a completely flexible learning experience. It’s 100% OnDemand and fully self-paced, giving you the freedom to learn on your own schedule. Go through the 7 modules in whatever order you like, and tackle the mandatory exam questions at the end of each one.
The course curriculum takes just two hours to complete. There’s also bonus footage and fireside chats to enhance your learning. However, you can take as much time as you need to go through the materials, as the course is completely self-paced.
For life! A one-off payment gives you unlimited to all the course’s content.
$500. This fee includes full access to all the features mentioned above, which you can use to reinforce your strategy and enhance your strategic value. Members receive 10% off, and alumni from any of our other courses will also receive 10% off.
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.
Students like you
always love...
The PMMC
framework
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Discovery
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Build business case
Competitor intel
Customer/market feedback
Market requirements
Why/loss analysis
Review and refine
Market research
Strategize
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Pricing
Retention and expansion
Objectives
Internal communication
Go-to-market
Use Sales enablement
Acquisition
Barriers
Onboarding
Define
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Positioning
Segmentation
Narrative design
User personas
Messaging
Buyer personas
Storytelling
Use cases
Get set
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Sales assets
Training
Sales enablement sessions
Marketing
Grow
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Case studies
Analysis
Optimization
Customer feedback
Prioritise tickets
The PMMC
framework
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Discovery
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.
Build business case
Competitor intel
Customer/market feedback
Market requirements
Why/loss analysis
Review and refine
Market research
Strategize
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.
Pricing
Retention and expansion
Objectives
Internal communication
Go-to-market
Use Sales enablement
Acquisition
Barriers
Onboarding
Define
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.
Positioning
Segmentation
Narrative design
User personas
Messaging
Buyer personas
Storytelling
Use cases
Get set
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.
Sales assets
Training
Sales enablement sessions
Marketing
Grow
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.
Case studies
Analysis
Optimization
Customer feedback
Prioritise tickets