15.821 Listening to the Customer

Class Info

Introduction to soft consumer research methods, useful for getting quick customer input into decisions on product design and development, strategic positioning, advertising, and branding. Covers interview techniques, observational methods, voice of the customer, focus groups, and analyses suitable for qualitative data. Introduces new information-gathering methods in development at MIT.

This class has no prerequisites.

15.821 will be offered this semester (Spring 2018). It is instructed by D. Prelec.

Lecture occurs 2:30 PM to 4:00 PM on Tuesdays and Thursdays in E51-395.

This class counts for a total of 6 credits.

You can find more information at the MIT + 15.821 - Google Search site or on the 15.821 Stellar site.

MIT 15.821 Listening to the Customer Related Textbooks
MIT 15.821 Listening to the Customer On The Web

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