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Get from scattered prompts to semi-automated systems that run with minimal time from you—and run evals to find what works best.

Cohort 1

Trains teams at YouTube, Canva, Maze +

YouTube

Canva

Figma

Ramp

Caitlin Sullivan

Ex-Head of UXR in Product Team - Spotify Business, Advisor, Top 100

Cohort 2

In 2 weeks, you'll go from Claude running superficial scans of your discovery data to rock-solid decisions from continuous workflows. No missed hidden gems. No hallucinations you didn't catch. Just insights you can actually bet your career on. From workflows that let you gather customer signal on repeat. Free Claude Code tutorials teach you how to use the tool to go faster. But faster can also = superficial. This course teaches you to build insight systems that are fast, validated, and run with minimal effort. -- You'll build systems that: - Have trustworthy verification built-in - Apply your own style and process that you know works - Minimize unnecessary context window/token use - Deliver customer signals in half the time

10x faster insights—that are actually right.

Build systems for insights that are FAST *and* RIGHT

Connect + update everything, export nothing

Know what works -- and prove it

Ship with confidence

You have a computer you're allowed to install Claude Code on, give file access to, and you'll use it in the Terminal. 

You're allowed to use Claude Code on your computer

Claude Pro or Max subscription (from $20/month), or Anthropic developer console account with credits (pay as you go).

You have Claude Pro or Max

You'll get most out of this if you can practice with your own data - and even connect sources like Google Drive, Notion via MCPs

Recommended: Your own data

You're a PM who's watched free Claude Code tutorials--but know you can't trust their superficial synthesis. You need systems for big bets.

You're a Researcher or Designer who want to 10x your analysis speed without sacrificing reliability.

You're making product decisions from qualitative or quantitative customer data<ul><li></li></ul>

Cut analysis time in half and uncover more powerful insights—without sacrificing quality or trust in your work.

Ex-Head of UXR, Spotify Business/SYB

Ex-Head of User Research, Spotify Business. 2000+ Hours Testing AI for Research.

Cohort 6

Cohort 7

‼️ Revamped 2026 Curriculum + format. Price will go up after March 1st 2026. Includes content updates from 2 future cohorts! Is this you? You’re sitting in front of a mountain of raw feedback—interview transcripts, survey results, and customer messages from multiple sources. Your brain is fried from collecting it all, but the real challenge hasn’t even started yet: turning that pile into clear, actionable insights. Stakeholders are emailing:👋 “Where’s the analysis?”👋 “When can we share this with the team?”👋 "We need to decide about [product change] NOW." -You've been trying to use AI to speed things up, but it gave you results that didn’t feel reliable.- Vague themes, out-of-context quotes, or flat-out fake "user insights."- You have a constant fear that it missed something critical that *you* would have found.- And after all the time spent, you decide to re-do the analysis manually anyway.-I’ve been there, too. 🙋‍♀️If you’ve felt stuck in endless ChatGPT loops, redoing AI’s work, or wondering if there’s a better way—this is for you.With the right knowledge and systems, AI stops being such a gamble and becomes an ally you can trust for faster - and more complete analysis.

2026: AI isn't optional. It's a core tool - and most people haven't mastered it.

Learn AI Analysis Systems That Deliver 2-10x Faster

Gain Speed Without Sacrificing Quality

Develop a Partner for Reducing Risk

Uncover Hidden Opportunities + POVs

Run Efficient Tool Experiments

Get Confident About AI Decisions 

You’re expected to deliver actionable insights for product decisions fast, even when research isn't even your "main" job.

You're a Designer, Researcher or Product person spending hours digging through customer input, searching for insights that matter.

You’ve tried AI tools, but the results feel “meh.” Instead of saving time, they create more work -- and you're back to doing it yourself.

Learn to build AI agents and workflows—developing judgment for what works, what doesn't, and how to adapt as capabilities evolve.

Schedules alternate by cohort to support multiple time zones. This cohort meets evenings (ET).


March 2026

AI Research Expert | Johns Hopkins PhD

Google

PayPal

Bloomberg

Capital One

John Whalen

Schedules alternate by cohort to support multiple time zones. This cohort meets in the evening (ET).


February 2026

Schedules alternate by cohort to support multiple time zones. This cohort meets afternoons (ET).

April 2026

You've heard about AI agents. Synthetic users. Deep thinking models that can work autonomously for hours. They sound powerful – but what do you actually do with them?These new capabilities – agentic AI that runs complex multi-step processes, synthetic users that scale research impossibly fast, systems that think deeply while you're offline – unlock something fundamentally different. Not faster prompting. True research partners that follow your direction, think through problems, and execute sophisticated workflows without you at the keyboard.This course teaches you to harness these frontier capabilities. You'll create agentic workflows that execute multi-step research processes independently. You'll deploy synthetic users informed by real research data and learn when they're valid versus when human participants are essential. You'll build systems that think for considerable time, following the exact research patterns and rigor you define.Using accessible tools like n8n and Claude Code, you'll move from prompting to orchestrating. No coding background required – but you will learn to work with an IDE, terminal, and automation platforms that unlock AI's full research potential.

Move Beyond Prompting. Harness the Full Power of Agentic AI for Research.

Build AI Agents for Your Research Workflow

Create and Deploy Synthetic Users

Build Custom Agents and Multi-Agent Systems

Overcome the Technical Barrier

Orchestrate End-to-End Research Pipelines

Lead Advanced AI Research Initiatives

While not strictly required, Course 1 provides a strong foundation. You should be experienced with prompting AI and evaluating AI outputs.

Recommended: Completion of "AI for Customer Research"

Some agentic capabilities need Claude Code or Codex ($20/month). We'll guide you through setup.

Required: Claude Pro or ChatGPT Plus subscription

You'll work with an IDE, terminal, and automation platforms. We provide onboarding for non-technical researchers. New to me too! --John

Willingness to learn new technical interfaces

Alumni from "AI for Customer Research" ready to build autonomous agents, synthetic users, and workflows that work independently.<pre><code class="language-markdown"></code></pre>

Experienced researchers wanting to explore frontier capabilities—building agents, deploying synthetic users, and pushing beyond limits.

Product managers and designers ready to harness agentic AI for research—no coding background required, just curiosity to learn.

Gain hands-on mastery of AI research tools and frameworks to deliver trusted insights faster while maintaining the rigor that matters.

Pinterest

John Whalen, PhD

AI for UX Expert | Fortune 500 clientele | CEO, author & speaker

Schedules alternate by cohort to support multiple time zones. This cohort meets in the afternoon (ET).


Schedules alternate by cohort to support multiple time zones. This cohort meets in the evening (ET).

<pre><code class="language-markdown">If you're anxious that AI might make your skills obsolete, you're not alone. Customer research is changing fast—and whether you're a seasoned researcher or a designer or PM now expected to gather insights, you need to create results you can trust in an AI-powered world.

Here's the challenge: AI tools promise speed and scale, but can you trust the output? How do you maintain quality while leveraging AI's power?

The gap is widening. Some teams spend weeks gathering insights manually while AI-confident practitioners deliver trustworthy results in days at 10x scale. The difference isn't just speed—it's who gets invited to strategic conversations, who leads high-impact projects, and who shapes decisions with confidence.

This course gives you frameworks to evaluate quality and trust. You'll access enterprise-grade tools, learn from founders building these platforms, and develop critical judgment to distinguish reliable insights from AI noise.

You'll try tools yourself and form your own conclusions. No hype. Just practical expertise from someone who's tested hundreds of tools and knows what delivers trustworthy insights.</code></pre>

Create Customer Insights with AI You Can Actually Trust

Conduct AI-moderated customer interviews confidently

Extract insights from 50+ interviews using AI-powered analysis tools

Develop frameworks to assess new AI tools and know when they actually work

Use synthetic users for rapid testing and validation of ideas before launch

Guide your team or organization in adopting AI research tools and best practices

Connect with practitioners navigating AI research together and sharing insights

You've worked with customer insights in some capacity—whether you've conducted research yourself, collaborated with researchers on your team

Experience with customer research or user feedback

This is a practical course with weekly exercises using AI platforms. You'll need time to experiment and apply what you learn.

Willingness to try new tools hands-on

We use tools and prompting techniques that don't require any coding knowledge. If you can write clear instructions, you're ready.

No technical background required

Researchers seeking to deliver insights faster at scale using AI—while maintaining the quality and rigor that makes their work trustworthy.

PMs and research leaders balancing the need for rapid customer insights with concerns about maintaining quality, rigor, and team standards.

Designers seeking practical AI tools to understand users, test concepts, and make evidence-based design decisions with confidence and speed.

Turn customer research into clear, powerful deliverables that drive action. 

Founder at Rex. ex-BCG, ex-Grab.

Grab

Boston Consulting Group (BCG)

Nous Group

Ruby Pryor

Ruby is the founder of Rex, a UX research and strategic design consulting firm. 

Cohort 5

In this course I share everything I've learned about how to write with impact that I've learned in a 10+ year career that spanned management consulting, big tech and founding my own UX research agency. I created this course because I believe that good ideas need good communication to thrive. Writing is an essential skill for anyone who works in any organisation from the smallest agile startup all the way through to the biggest publicly listed corporate organisation. Being able to align stakeholders around your ideas, your vision, your insights, and your recommendations is an absolutely critical skill for anyone who works with customer insights. I believe that this is a skill that can be taught and can be improved. Many of us go for long stretches in our career, focusing on other more technical skills. But writing is a critical, foundational skill that can and will increase your influence inside and outside your organisation.

Transform the way you communicate your insights to stakeholders. 

Write better insights from data

 Create frameworks to present data in ways that are easy to understand

Improve the structure and storyline of your deliverables to be more compelling

Quickly communicate the key outcomes of your work to senior stakeholders

Templates that you can use to improve your written work, now

Hands on activities to practice skills and get real time feedback

UX researchers who want to present research findings in a way that is succinct, compelling and galvanizes stakeholders to take action.

Designerswho need to communicate insights with senior stakeholders or clients in ways that are crisp, compelling and memorable.

Product managers ﻿looking to bring together disparate data sources and viewpoints into a document that clarifies strategic direction.

This course teaches you how to adapt your UX research and design practices to deliver AI-based functionality.


Cohort 8

World-renowned Leader in UX and Design

Center Centre – UIE

Jared Spool

Guides UX professionals on delivering well-designed products and services.


Cohort 9

Ensure that every new AI capability your organization delivers improves the lives of your users and customers. AI is changing everything, and it’s currently impossible to imagine a world without it. The romantic viewpoint speaks to all the new things we’ll do with it — how it’ll make all our lives so much better.Yet you'll need to invest significant effort to realize the full potential of your AI functionality. UX and Design can (and should) play a substantial strategic role in how AI is infused into your organization’s products and services.How do you ensure that every new AI capability your organization delivers improves the lives of our users and customers?You can’t let AI be something that just happens to your products. You must intentionally design your AI capabilities to respect AI’s limitations while delivering exceptional experiences to the people you design for.

UX & Design for Today's AI Functionality

Section 1: Delivering Strategic UX & Design into the AI World (Lecture: 2 hours)

Section 2: Bringing AI Value through Intelligent UX & Design (Lecture: 1 hour)

Section 3: The Strategic UX & Design Process in an AI World (Lecture: 3 hours)

Learn how to adapt UX and design practices to deliver AI-based functionality.

For UX professionals seeking a user-centered approach to implementing AI.

Experienced Product and UX leaders who are now building and designing AI capabilities into their products and services.

Senior UX and Individual Contributors who want to take a leadership role in their org to ensure that UX is given attention with AI efforts.

Professionals ready to drive strategic thinking throughout their org on how to implement and deliver innovative, high-quality AI-infused UX.

This workshop will transform the way you describe your UX research impact.

Founder. ex-BCG, ex-Grab.

Founder of Rex. Previously at BCG, Grab, Nous. 

Masterclass 4

This masterclass will show you how to connect your UX research to dollars, cents, and decisions that matter. You’ll learn practical methods to quantify impact, not just describe it. We’ll move from talking about “insights” to proving how your work redirects priorities and creates measurable value. You’ll leave knowing how to identify and communicate metrics that demonstrate the real impact of UX research - even when you don’t have product data. You’ll understand the four levels of impact that UX research creates inside organisations and how to frame your contribution at each one. And you’ll write your own impact statement, ready to use in a performance review, portfolio, or CV. If you want to grow your influence, build credibility with business stakeholders, and prove the impact of UX research, this action packed 2-hour session will give you the tools and language to do it. This is not a session about doing research. This is a masterclass about how to communicate the impact your research made.

Turn your research into measurable business impact.

Learn how to get from insights and interfaces to dollars and cents.

Learn 5 categories of metrics that show the impact of UX research

Unpack the four levels of UX research impact insight organisations

Write your own impact statement for use in performance reviews or in your CV

UX researchers who need new ways to show their impact to stakeholders in their organisations

UX researchers looking to improve the way they share their impact on their CV

Anyone who wants to think differently about the organisation impact of insights

By the end of this course, you’ll shift from a product-focused mindset to a customer progress and outcomes-oriented mindset.

Managing Partner - Customer Centric LLC

Citi

Ecobee

lululemon athletica

Wellhub

TransAlta

JOHN GUSIFF

John Gusiff is the Managing Partner for Customer Centric Solutions LLC.

This course shows you how to apply JTBD to real business decisions—by using the right framework for the right use case.You’ll move beyond idea-driven innovation to designing around customer progress—what actually drives demand, adoption, retention, and growth. Rather than treating JTBD as one method, you’ll learn how it applies across seven real-world use cases, grouped into four goals:<ul><li>Growth &amp; Market Expansion – increase demand and adoption</li><li>Product &amp; Offering Differentiation – compete through better products and services</li><li>Experience &amp; Decision Enablement – reduce friction and support confident decisions</li><li>Retention &amp; Long-Term Value – improve customer success and loyalty over time</li></ul>You’ll compare the top three JTBD frameworks side by side—Ulwick’s ODI, Kalbach’s JTBD Canvas 2.0, and Boehme’s Wheel of Progress®—to understand when to use each and where they fall short.In the final project, you’ll apply the right JTBD approach to your own use case, leaving with a practical, decision-ready framework you can take back to your team.

Using Customer JTBD Methods Across Growth, Product, and Experience

Shift from Product Thinking to Customer Progress Thinking

Apply Job Theory to Guide Innovation and GTM Decisions

Recognize the Difference Between Idea-Driven and JTBD-Driven Innovation

Understand the Five Types of Innovation and Where JTBD Fits

Compare and Contrast the Top Three JTBD Frameworks

Combine Framework Components for Your Specific Use Case

Product Strategists and Innovators looking to uncover and prioritize the progress customers are trying to make to guide product decisions.

Service Designers who want to map end-to-end experiences and identify friction that shapes how customers use and value a service.

CX &amp; Customer Success who need to understand why customers “hire” or switch products to improve journeys, adoption, and business outcomes.

Learn Advanced JTBD quantitative methods that prioritize opportunity, guide product roadmaps, and shape exceptional customer experiences.

G Adventures

Humana

Insights Architect, Consultant CX/UX/MR

Intuit

Microsoft

ServiceNow

DOMINIC RICCHETTI

Insights Architect, Consultant CX/UX/MR Strategy and Methods

🔍 Uncover. 📊 Quantify. 🚀 Innovate.Transform Your Product Experience and Strategy with Jobs-to-Be-Done ResearchMost teams stop at the customer interview. But understanding customer progress isn’t just about rich stories — it’s about translating that insight into an actionable, quantified strategy. Gain the tools, methods, and confidence to drive smarter product decisions leveraging proven jobs-to-be-done quantitative research methods.It will be case study-based course you'll get hands-on experience in the following:🎯 Define your market (job performer + job=to-be-done) using the Market Definition Canvas🔍 Identify the core job, related jobs, and emotional context🛠️ Create a robust process map to reveal friction and opportunity across the customer journey🎯 Pinpoint and validate the right target audience📋 Design outcome-based surveys that quantify product and CX opportunities📈 Run opportunity scoring to prioritize what matters most🧠 Make strategic decisions based on actual customer progress — not opinionsWe’ll leverage powerful frameworks and methods from Tony Ulwick and Jim Kalbach.

Uncover. Quantify. Innovate.
Transform Your Product and CX Strategy 

Frame Your JTBD Research with Precision

Build a Robust Job Map for Quantitative Analysis

Design an Outcome-Based JTBD Survey (Quantitative)

Analyze and Visualize JTBD Survey Data

Create a JTBD-Validated Product & Experience Strategy

Apply PCA + JTBD to Advanced Business Decisions

Innovation Leaders seeking to identify underserved markets and high-impact opportunities that shape product and experience strategy.

Product managers looking to prioritize jobs/outcomes using quantitative customer needs data, not just gut instinct.

User and UX Researchers ready to move beyond interviews and turn JTBD insights into statistically valid, data-backed findings.

You’ll get hands-on practice applying methods. You’ll leave with a repeatable approach and understanding the “why” behind the methodology.

AI Fundamentals

Apply AI in your role

Career Development

AI Fundamentals

Career development

Craft

AI Fundamentals

Career development

Craft

AI Fundamentals

Career development

Craft

AI Fundamentals

Craft

AI Fundamentals

Leadership fundamentals

AI Fundamentals

Leadership fundamentals

By Role

User Research

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