Customer Research for Product Owners | Agile
What you'll learn
- Master qualitative & quantitative customer research methods (interviews, surveys, focus groups, observational studies)
- Apply A/B testing and MVP validation to test hypotheses and reduce product risk before investing time and money
- Make data-driven product decisions using Agile-friendly statistical tools and frameworks—no PhD required
- Ask powerful, unbiased questions that uncover deep customer insights and avoid costly research mistakes
- Plan experiments, track outcomes, and iterate with confidence using scientific decision-making methods
- Interpret research results with statistical analysis and turn raw data into actionable business strategies
- Align customer research with product strategy to help your team make faster, customer-centric decisions
- Use ready-to-use research templates and decision frameworks to streamline your research process
- Apply real-world case studies and hands-on activities to practice customer research in competitive markets
- Avoid common customer research mistakes and learn best practices from an enterprise Agile coach with 10+ years of experience
Requirements
- No prior experience in customer research or statistics required—this course is beginner-friendly
- Basic understanding of Agile or product management is helpful but not mandatory
- Willingness to apply hands-on activities and real-world case studies to your own product or business
- Optional: ChatGPT+ subscription for AI-powered support and guidance throughout the course
Description
New for 2025! Master customer research and data-driven decision-making to build products customers actually want.
Stop guessing. Start knowing.
The best Product Owners and Product Managers don't rely on gut feelings—they use real customer insights to shape decisions, reduce risk, and validate ideas before investing time and money.
This course is your hands-on guide to Agile customer research, statistics, and scientific decision-making—from foundational methods to advanced experimentation and data literacy.
Created as part of the PO Academy series by Masha Ostroumova, an enterprise Agile coach with 10+ years of experience in product strategy, this course is designed to help you evolve into a confident, evidence-driven Product Owner.
WHAT YOU'LL LEARN
Master modern research techniques
Go beyond surface-level feedback to uncover deep customer insights
Apply qualitative and quantitative research: interviews, surveys, focus groups, observational studies
Use A/B testing and MVP validation to test hypotheses like a scientist
Make smarter, data-driven decisions
Use Agile-friendly data practices to reduce waste and validate ideas
Interpret results with statistical tools—no PhD required
Plan experiments, track outcomes, and iterate with confidence
Ask better questions, get better answers
Learn how to frame powerful, unbiased questions
Avoid the most common (and costly) mistakes in customer research
Turn insights into actionable business and marketing strategies
Align research with strategy
Help your team make faster, more customer-centric decisions
Apply real-world examples from competitive markets
Use ready-to-use research templates and decision frameworks
WHO IS THIS COURSE FOR?
Product Owners & Product Managers looking to sharpen research and strategy skills
Business Analysts, Marketers, and UX Designers who want to lead with data
Scrum Masters & Agile Coaches supporting customer-centric teams
Aspiring tech professionals breaking into product roles
COURSE FEATURES
Interactive quizzes, real-life case studies, and hands-on activities
Access to ready-to-use research templates and decision frameworks
AI-powered support (ChatGPT+ subscription required) to help you apply what you learn in real time
Subtitles in 10 languages: English, French, German, Hindi, Korean, Portuguese, Russian, Simplified Chinese, Spanish, Ukrainian
Taught by an instructor with 145,000+ Udemy students and enterprise Agile coaching experience
ABOUT YOUR INSTRUCTOR
I'm Masha Ostroumova, founder of Agile Apothecary and enterprise Agile coach. I've trained and coached hundreds of Product Owners, helped launch products in highly competitive markets, and led Agile transformations at McKinsey, Rakuten, and Indeed. My mission is to help you become a product leader who doesn't guess—but knows.
Become the decision-maker everyone trusts
Customer research isn't just a box to tick—it's your competitive advantage. In 2025, the best ideas will come from those who listen, measure, and learn faster.
Enroll now to take your skills—and your product decisions—to the next level.
Who this course is for:
- Product Owners and Product Managers who want to sharpen customer research and data-driven decision-making skills
- Business Analysts, Marketers, and UX Designers who want to lead with data and customer insights instead of gut feelings
- Scrum Masters and Agile Coaches supporting customer-centric teams and Agile transformations
- Aspiring tech professionals breaking into product roles and looking to build a strong foundation in customer research
- Entrepreneurs and startup founders who want to validate ideas, reduce risk, and build products customers actually want
- Team leads and managers who need to make smarter, evidence-driven decisions and align research with business strategy
- Anyone interested in learning A/B testing, MVP validation, and scientific decision-making for product development
- Professionals looking to avoid costly mistakes in customer research and apply best practices from an enterprise Agile coach
Instructor
Having nearly 10 years of experience as Agile practitioner, Product Owner and Agile coach, I have worked with hundreds of teams to help them become more customer-centric, efficient and outcome-driven.
I used to work for NTT Communications, Rakuten, Indeed and most recently - for McKinsey & Company Japan, driving large scale Agile transformations across multiple industries and locations as an Enterprise Agile Coach. Now I have my own coaching and consulting business, Agile Apothecary (see "website")
I am passionate about teaching and coaching - nothing can be compared with the joy of helping someone to understand a new concept or to improve the way they are doing something.
I live and work in Tokyo, Japan and do a lot of snowboarding and scuba diving in my free time.