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This is not a course you complete. It's a practice you begin. The skill of hearing what your market needs before they have words for it.

Cohort 8

AI Research Leader •Ex-Meta, Uber, Apple

Uber

Apple

Google

Canvas8

Abi Awomosu

AI Research Leader • Ex-Uber, Meta •  Bestselling Author of 'How Not to Use AI'

Cohort 7

Cohort 9

Most practitioners don't struggle with access to data. They struggle with knowing what matters — and AI made it worse, not better.Most AI research courses teach extraction: summarize quicker, automate the asking, replacing the human with the synthetic.The Billion Person Focus Group® does the opposite. You use AI as a listening partner to access patterns from places where people actually gather and speak unfiltered— forums, communities, support tickets, sales calls, product data.Triangulate across sources. Bring receipts. Then hand off what you find to surveys, interviews, or experiments.Discovery first. Validation second.This isn't "move fast and break things." It's see first—act once.In two days, you’ll apply this to a real high-stakes decision and leave with:<ul><li>Visual market landscape maps</li><li>3–5 decision-ready hypotheses</li><li>A ready-to-run Listening OS — agents, workflows, cookbooks — customized to your market</li><li>A validation plan you can execute Monday</li></ul>And you keep everything — for the next launch, the next client, the next pivot. Stop renting insights. Start owning the capability.

See what your market really needs — before it's obvious or too late.

See your market as it actually exists— not how dashboards flatten it

Identify emerging market trends before they become mainstream.

Hear what your market needs before they have words for it

Assemble AI advisors that shape decisions  — not yes-machines who confirm

Move at AI speed and still trust what comes back

Stop renting insights or more AI tools — develop internal intelligence you keep

The course is taught primarily using Claude, but the methodology works across platforms. No technical skills required.

Familiarity with AI tools — you've used ChatGPT, Gemini, Claude or similar. 

Researchers &amp; Insights Professionals. AI tools summarise fast but insights got thinner. You used to find the unexpected. This brings it back

Strategists, Marketers &amp; Consultants. You're paid to see what's next but AI gives you what's already obvious. This is how you see first.

Founders, Product Leaders &amp; Builders. You build for people but somewhere you stopped hearing their needs. This is the direct line back.

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

AI Research Expert | Johns Hopkins PhD

Capital One

Bloomberg

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).


March 2026

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

April 2026

<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.

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.

Cohort 5

Cohort 6

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.

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

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