Common Roles:
- Product Managers
- Product Marketing Managers
- Product Owners
- Director of Product
Insight
Product Marketing Insight Course
Turn Data into Product Strategies
- Learn a grounded and actionable approach to incorporating data into product practices and decisions.
- Identify patterns within your data to uncover and prioritize the problems you should be solving.
- Employ a scalable and repeatable process for successful data projects.
- Strengthen roadmaps, go-to-market plans, presentations and more with data.
$1,295 / One Time +Taxes
In Person Course
- 7 hour instruction
- PMC certification
- Tools, templates, examples
- Peer community
Corporate Training
- 7 hour course
- 1-2 sessions
- Training for whole team
- PMC certification
- In-person or virtual
- Peer community
What you’ll learn in Insight
Build Your Data Repository
- Evaluate your business’s data maturity
- Define key sources of organizational and market data
- Determine the current state of data collection and ownership in your business
Discover Qualitative and Quantitative Data Patterns
- Establish best practices to bring structure to qualitative data through encoding
- Separate market signal from noise in quantitative data through decoding
- Determine the patterns worth exploring further in a data project
- Explore bias detection and data storytelling using AI tools to analyze qualitative and quantitative data
Translate Patterns into Clear Data Questions
- Create clear questions that your data can answer
- Understand how complexity of questions affect the analysis approach
Execute Successful Data Projects
- Learn about multiple data project types and how to determine the appropriate scope for each project
- Build alignment in projects involving data partners and data science teams
- Understand the tradeoffs involved in more complex data projects
- Consider best practices for using data tools, including AI-enabled data sources and analytics platforms
Be Data-Decisive
- Translate your data project into a compelling narrative with clear recommendations
- Adopt a repeatable process for project reporting
- Use data project results to drive key product activities across the Pragmatic Framework
Tools and templates you’ll learn in this course:
- Action Plan
- Pragmatic Data Insights Model
- Insight Report
- Data Census
- Theme Tracker
- Data Question Types
- Data Project Partner Decision Tree
We strongly recommend completing Foundations before taking Insight. Foundations gives you the core market knowledge and Pragmatic Framework expertise needed to get the most out of this course.
Who should be a Certified Genius?
Pragmatic Institute’s certifications are sought-after the world over, and are the best way to tell everyone about your product expertise. Prove that you’re a product genius with Pragmatic certifications.
Pragmatic Product Manager
How to get certified: Complete Foundations, Focus, and Build courses.
Pragmatic Product Marketer
How to get certified: Complete Foundations, Market, and Launch courses.
Pragmatic Product Master
How to get certified: Complete Foundations, Focus, Design, Build, Market, Launch, Price, and Insight courses.
The 2025 State of Product Teams
AI is widespread. Strategy time is up. Revenue defines success.
Yet decision clarity and market grounding remain uneven.
- How revenue and profit have become the dominant measures of product success.
- Where AI strengthens decision quality and where it’s only speeding up execution.
- What the highest-performing teams are doing differently to sustain clarity under pressure.
- Why increased strategy time isn’t translating into stronger market insight.
On the Framework for Insight
The Pragmatic Framework has helped thousands of organizations around the world streamline their processes so they can build and market better products.
Explore the key framework activities that we examine in Insight:
Measurement
Revenue Growth
Stakeholder Communications
Buy, Build or Partner
Market Definition
Asset Assessment
Cindy Cruzado has more than 25 years of product and go-to-market experience in the high-tech software industry. She has worked with multiple industries, including higher education, meteorology, finance and CRM.
Cindy Cruzado 
Paul has more than a decade of experience in hardware, software and services product management and marketing. During his career, Paul has launched and managed dozens of products, started his own business and successfully implemented the Pragmatic Framework at several companies. His focus on building market-driven teams gives him a unique ability to relate to product management teams and executives that are transforming their business.
Paul Young 
Instructors for Insight
All of the instructors that teach Insight have decades of hands-on, industry-relevant experience. They’ve worked as product executives at startups and Fortune 500 companies. And they have all used the Pragmatic Framework to build and market products people really want to buy.
Learn from experts who have been in your shoes, armed with battle-tested tools and strategies designed to turn product managers into product masters.
Ready to Start?
However you take Insight, you’ll get the same practical and actionable training from industry experts with decades of experience.
Insight Course Syllabus
Download Syllabus
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