CX research - free course from Skillbox, training, Date: November 29, 2023.
Miscellaneous / / December 03, 2023
Product managers
You will understand how to identify the hidden needs of application or website users and improve product metrics.
Marketing directors, business owners
You will understand how to research customer experience, find insights and create products that meet the needs of the target audience.
Product designers and UX researchers
You will learn new ways to research the market and audience, be able to build relevant user stories for the target audience of the product and comprehensively explore design ideas.
Graduates of sociological faculties
Learn to conduct business research. Master an in-demand profession in practice, collect a portfolio and be able to get a job in a large company.
Senior Analyst at Estée Lauder Companies Inc.
Market Research Manager at Estée Lauder Companies Inc.
Introduction to Customer Experience Research
Become familiar with the concept of customer experience, its design, and management techniques. Learn the factors that determine consumer experience and explore tools for analysis.
Research approach and choice of research methods
You will understand research design and be able to describe it. Learn to choose the right audience research methods and select samples for each task.
Qualitative methods
Learn to conduct and analyze user experience research through one-on-one interviews and focus groups. Learn how to plan a discussion to identify the needs and pain points of your interlocutor.
Quantitative Research
Understand how to test hypotheses using quantitative research methods. Learn how to conduct surveys on online platforms and write a research brief.
Text analytics
Learn how to search and analyze user experience using text sources of information: reviews, discussions, forums, comments and direct messages to the brand. Become familiar with social media data collection platforms.
Machine learning in CX research
Understand how to conduct research using chatbots, virtual reality tools, and video analysis.
Framework for the CX research program
Learn to develop a customer experience research program based on a brief, and work in CX research platforms: Fastuna, Oprosso, Fabuza.
Segmentation of user data
Learn to segment consumers based on demographics, consumption patterns, and psychographics. Explore data sources for profiling and try to independently identify and describe personas for a real company.
Mapping the customer journey
Create a Customer Journey Map and understand how to use it. Get acquainted with audience research methods: in-depth interviews, participant observations, quantitative surveys, feedback systems.
Cross-cultural factors in research
You will learn how to use questionnaires to determine the cultural and national characteristics of buyers and look for communication insights. Learn to use Hofstede's methodology and apply Lewis and Trompenaars factors to cross-cultural psychology research.
Analysis of user behavior on the site
You will understand how to analyze user behavior on a website using Google Analytics, set up segments, create your own reports and use them to evaluate the effectiveness of the website.
Research of unique selling propositions
Understand how social attitudes and position influence consumer decision making. Learn how to present content correctly and create suitable sales offers for different target groups.
Drawing up a roadmap for change
Learn how the interface affects sales and communication with potential clients. Learn to research user behavior on the site and in the application and, based on the identified insights, improve usability.
How to formulate and test hypotheses using web analytics data
You will learn how to use web analytics to look for problem areas on a website and test hypotheses based on user experience.
Usability tests
Learn to create user behavior scenarios and conduct usability tests.
A/B testing
Learn to conduct simple and logical A/B tests without the help of developers, use the Google Optimize service for this.
Customer satisfaction
Learn how to collect and evaluate customer feedback. Get acquainted with feedback collection services.
Methods of data collection and processing
You will understand how to summarize tables, build graphs and analyze results.
Online research on the Oprosso platform
Learn to analyze customer experience using Oprosso tools. You will learn what the full research cycle looks like on the platform and understand how to brand your surveys. You will analyze real cases and find out how surveys improve a company’s business performance.
Creating a Customer Journey Map
You research the company's user scenarios. Offer solutions to increase conversion and improve user experience. Develop a user behavior map and product roadmap.