Navigate customer insights confidently
Empower your business strategies with our customer research course. Learn how to effectively gather, analyze, and transform customer insights into a successful revenue driver.
Course Overview
In today’s ultra-competitive landscape, understanding your customers is key to success. Our Customer Research Masters certification 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.
Curriculum
The curriculum is divided into several modules, including:
An Introduction to Customer Research: Overview of customer research and its importance in today's business landscape.
An Introduction to Customer Research: Overview of customer research and its importance in today's business landscape.
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: Panel discussion: How to deliver value based on feedback
Exam
Collecting and Aggregating Customer Feedback: Techniques for gathering customer feedback through surveys, interviews, and transactional channels.
Collecting and Aggregating Customer Feedback: Techniques for gathering customer feedback through surveys, interviews, and transactional channels.
Chapters
Qualitative vs quantitative feedback
Transactional vs in-depth feedback
Using NPS data to make decisions
Bonus: Win-loss interview bundle [Appito]
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 [Cascade]
Bonus: The science behind gathering feedback from developers [TomTom]
Exam
Classifying and Analyzing Feedback for Top Issues: Analyzing feedback to identify key issues and opportunities for improvement.
Classifying and Analyzing Feedback for Top Issues: Analyzing feedback to identify key issues and opportunities for improvement.
Chapters
Identifying trends and themes
Analyzing feedback for top issues and opportunities
Identifying the root cause
Bonus: Leveraging feedback loops to build better products [Mastercard, Pearson & more]
Exam
Communicating and Acting on Feedback: Turning customer feedback into actionable business strategies.
Communicating and Acting on Feedback: Turning customer feedback into actionable business strategies.
Measuring the ROI of Your VoC Program: Techniques for measuring the ROI of customer research initiatives.
Measuring the ROI of Your VoC Program: Techniques for measuring the ROI of customer research initiatives.
Chapters
Adopting the ROI calculator
Calculating the % of feedback that’s positive
Calculating how positive feedback impacts retention
Pulling the ROI lever
Exam
Measuring Investment for manual VoC Processes: Comparing the costs and benefits of manual versus software-driven VoC processes.
Measuring Investment for manual VoC Processes: Comparing the costs and benefits of manual versus software-driven VoC processes.
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 investment for software-driven VoC processes
Measuring investment for software-driven VoC processes
Chapters
VoC automation
Calculate software costs
Measure ROI
Closing
By the end of the course, you'll be able to...
 Gather insightsSuccessfully gather valuable customer research through surveys, interviews, and transactional channels. |
 StrategizeBuild a compelling business case and get buy-in from key stakeholders to establish effective customer research programs. |
 MeasureAccurately measure the ROI of your customer research program to demonstrate its value and impact. |
What's included
Content
2+ hours of content, packed with expert insights and practical knowledge for mastering customer research.
Templates
7 tried-and-tested templates and frameworks to streamline your customer research process and kickstart your insights gathering.
Exams
Assess your understanding and progress with carefully designed exam questions, ensuring you grasp the key concepts and techniques.
Bonus
Enjoy bonus footage and fireside chats with industry experts, who provide additional perspectives and real-world examples.
Flexibility
Learn on your own schedule with our self-paced course structure.
Access
Gain lifetime access to all course materials, including future updates. Revisit and reinforce your knowledge whenever you need it.
Certification
Earn an official Customer Research certification upon completion of the exams.
AI-Powered
Get personalized and actionable advice to your toughest product marketing questions, backed by Product Marketing Alliance’s entire knowledge base, using PMM-GPT.
Get this certification 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.
Pro+ Membership$167 /month (billed annually) Annual subscription with access to every course, a yearly Summit, workshops, templates, mentors, members-only events, and more.
✅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 | Individual certification$500 One off payment One-off payment and lifetime access to this accredited course.
✅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.
Choose the way you want to learn
Our certifications can be taken in three different ways. Discover each of their unique benefits and learn in a way that suits you.
| In-person | Live virtual | OnDemand |
Comprehensive curriculum 19+ hours of ondemand content, with fireside chats, templates & frameworks, coursework & exams. |
✔️ |
✔️ |
✔️ |
Official certification Official CPD & CIM accredited certification. | ✔️ | ✔️ | ✔️ |
Real-time interaction Interact with peers and the instructor live with real-time feedback. |
✔️ |
✔️ |
|
Instructor-led Direct support to guide you through the curriculum from a PMM expert. |
✔️ |
✔️ |
|
Role play Hands-on activities and tangible exercises. | ✔️ |
|
|
Networking opportunities Build your network with PMMs near you and bond over drinks. |
✔️ |
|
|
|
|
|
|
FAQs
Who is the Customer Research Certified: Masters course for?
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.
How does the Customer Research Certified: Masters course work?
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.
How long does it take to complete the Customer Research Certified: Masters course?
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.
How long will I have access to the course content?
For life! A one-off payment gives you unlimited to all the course’s content.
How much does the Customer Research Certified course cost?
$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.
What happens if I don’t pass the course exams?
You'll have two attempts at each exam. If you fail the first attempt, we really recommend revisiting the materials to help you pass the second time around. If we can support you further, please reach out to us for more help.
Note: Contact support at support@pmmalliance.com for further help or to request that your exam be resent.
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.
If you need help convincing your company to pay for your training, we’ve done the leg work for you.