Understanding Users and Markets
User and market understanding is the foundation of great product management. Without it, everything else is guesswork. In this module, you'll learn how to research markets, uncover user needs, spot trends, and synthesize insights into clear direction. We'll cover both qualitative and quantitative techniques, how to avoid bias, and how to use modern tools (including AI) to accelerate discovery. The goal: make sure every product decision is anchored in real user problems and opportunities, not assumptions.
Lessons
Why user & market understanding matters
The difference between user needs and wants
How to calculate TAM, SAM, and SOM for market sizing
Understanding competitor types
How to run competitive analysis
How to scan for market trends
Understanding user segmentation basics
How to create practical user personas
What is Jobs-to-Be-Done (JTBD)?
How to create customer journey maps
How to uncover user pain points
Prioritizing customer problems
Qualitative research methods overview
How to run good interviews
Common interview mistakes
How to design effective surveys
How to extract insights from quantitative data sources
Triangulation of insights
How to synthesize research into actionable insights
What are fast, scrappy research methods?
User research tools for solo product managers
Using AI to process research
The continuous discovery habit
Customer empathy in practice
User archetypes vs stereotypes
When to do 'just enough' research
Research in B2C vs B2B
Red flags in research
How to present research insights to stakeholders
Why research gets ignored
Part of Product Management Foundations
The best course to master PM essentials, perfect for aspiring or junior product managers who want solid foundations.
View full courseOther modules in this course
Introduction to Product Management
Get a clear, no-fluff introduction to what product management really means. This module explains the role, core skills, and day-to-day reality of being a PM in 2025.
Product Vision and Strategy
A strong vision and clear strategy are what separate successful products from feature factories.
Opportunity Discovery and Ideation
Before building features, great product managers discover the right opportunities to pursue.
Validation and MVPs
This module teaches how to validate ideas before wasting resources building them.
Strategic Decision-Making for PMs
This module focuses on the essence of product management: making strategic choices.
UX Fundamentals and Prototyping
This module introduces the UX basics every product manager should know.
Working with Engineering and Technology Basics
This module equips PMs with the technical literacy and collaboration skills needed to work effectively with engineering.
Principles of Effective Collaboration (Avoiding Process Pitfalls)
This module teaches PMs how to foster true collaboration across teams without falling into the trap of rigid process.
Stakeholder Management and Communication
This module teaches PMs how to manage one of the hardest but most crucial parts of the role: stakeholders.
Metrics, Analytics, and Data Literacy
This module equips PMs with the fundamentals of data literacy.
Building and Communicating Effective Roadmaps
This module teaches PMs how to use roadmaps as living communication tools rather than static promises.
Product Launch and Go-to-Market
This module teaches PMs how to plan, execute, and learn from product launches.
Customer Feedback and Continuous Discovery
This module shows how PMs can build an ongoing discovery habit by capturing, interpreting, and acting on feedback.
Product Iteration and Growth Loops
This module teaches how product iteration actually drives success post-launch.
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