Masterclass in 45 Minutes: Gaining Market and Customer Insights Through In-Depth Interviews
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Description
One of the most important roles of product managers and product marketing managers is to understand their market and their customers. An important method for understanding customer problems can be in-depth interviews with customers, potential customers, or market experts. Interviewing people effectively is a skill that takes practice. Extrapolating the key takeaways from the interviews should follow a process to ensure efficiency and actionable next steps.
Chad Eckes has taught a 6-week masterclass on this topic for Pragmatic Institute twice, stepping through an actual research project, highlighting tools and processes employed, and sharing the resulting deliverables.
Chad will be hitting the highlights of the 6-week course, condensing it into 45 minutes, and making all the templates and examples of the deliverables available to PDMA attendees after the session.
Learning Objectives:
- Learn nine key activities in an in-depth interview project
- Understand the seven key outputs / deliverables from an in-depth interview project
- Gain access to examples of the tools/templates and sample deliverables that Chad shares
About the Speaker
Chad Eckes, Founder and Principal, C Squared E
Chad Eckes is an all-around strategy and marketing athlete, with over 25 years of professional experience spanning roles in consulting, product management, marketing, corporate development and finance, within enterprise (B2B) technology, software and software-as-a-service (SaaS) businesses.
As an independent consultant since 2008, Chad has served over 30 clients across 80+ short- and long-term engagements, helping those clients achieve their growth goals through improved go-to-market strategies, voice-of-the-customer intelligence, sales enablement, and marketing effectiveness. Chad’s projects have included work in artificial intelligence (AI), e-commerce, mobile applications, robotic process automation (RPA), healthcare IT, streaming video, higher education, supply chain and manufacturing.
Prior to becoming an independent consultant, Chad worked in senior leadership roles within 3M Company and Accenture.
Chad holds an undergraduate degree in economics and mathematics from Northwestern University and an MBA from the MIT Sloan School of Management. He is also a certified Pragmatic Institute™ product manager.