Courses Understanding Your Customer

Understanding Your Customer

Consumer insight, buyer personas, and the art of knowing what people actually want. From Jobs-to-be-Done to Byron Sharp's How Brands Grow.

L1 · Foundations4 modules · 12 lessons4 quizzes10-12 hours

Module 1: Knowing Who You Serve

Buyer Persona CanvasThe Ideal Customer Profile (ICP)Personas vs. Segments vs. ICPsModule 1 Quiz

Module 2: Understanding What They Want

Jobs-to-be-DoneCustomer Journey MappingThe Mom TestModule 2 Quiz

Module 3: Deeper Insight

Consumer Segmentation: Six ApproachesBehavioural Economics for MarketersThe Shopper Decision TreeModule 3 Quiz

Module 4: Insight in Practice

How Brands Grow: Byron Sharp's ChallengeDesigning a Usage and Attitude StudyCustomer Insight in 2026Final Course Quiz