Welcome to the third course in our seven-part certification program – Customer Analysis. In today’s rapidly evolving markets, understanding your customers is not just an advantage – it's a necessity. This compact yet impactful 20-minute training is designed to equip you with essential tools to better understand and serve your target audiences.

In this module, you’ll join a scenario featuring a woman presenting vibrant sticky notes on a flipchart — a visual cue for what lies ahead: dynamic, hands-on techniques to uncover customer needs. We’ll walk you through proven methods such as segmentation, empathy mapping, and benefits & needs analysis. These tools help you identify key customer characteristics, motivations, and preferences, giving you a strategic edge in designing tailored products, services, and communication approaches.

Whether you're a social entrepreneur in the Global South or part of an impact-driven organization, this course is crafted with your context in mind. By the end, you’ll know how to gather, structure, and interpret customer data — and, more importantly, apply those insights to improve your business strategy.

This course includes:

  • A training module with step-by-step instructions,

  • A mandatory quiz (pass with 80% to succeed),

  • A feedback activity to share your experience,

  • Downloadable resources including templates for segmentation and empathy mapping,

  • Links to deeper reading on customer profiling strategies.

Completion of this course earns you a digital micro-badge – a step closer to your compound badge, awarded after all seven courses. These badges are fraud-proof, blockchain-secured, and fully shareable on social media, CVs, or your digital academy profile via the Open Badge Factory.

All content is released under a Creative Commons BY-SA 4.0 license, meaning you can freely reuse, adapt, and redistribute it — even commercially — with proper credit and under the same terms.

Developed by adelphi in collaboration with Siemens Stiftung, this course draws on the expertise of leading organizations in sustainability and social impact. Join us and take a confident step toward deeper customer insight and stronger business development.