Conjoint to Cluster: Survey Design and Segmentation

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Research that cannot be trusted cannot be acted on. Poorly designed surveys, biased samples, ungoverned data, and unverifiable insights cost organizations real money and real decisions. This program teaches you how to do research right — from the first question to the final recommendation. Conjoint to Cluster is a beginner-level program designed for aspiring market researchers, business analysts, marketers, and UX professionals who want to build a complete, professional-grade research skill set. Across 14 focused courses, you will master the full survey research workflow: designing compliant primary research studies, writing unbiased survey questions with skip logic, calculating statistically valid sample sizes, conducting qualitative interviews and AI-enhanced focus groups, segmenting customers using RFM and buyer persona frameworks, applying conjoint analysis, automating research workflows, governing and organizing research data, and evaluating research ROI. No prior research, statistics, or coding experience is required. Every course is built for beginners, combining expert instruction with hands-on exercises and real-world case studies drawn from organizations including Procter & Gamble, Spotify, Starbucks, and the Pew Research Center. By the end of the program, you will be equipped to design, execute, analyze, and communicate professional research that organizations trust and act on.

Syllabus

Course 1: Primary Research and GDPR Compliance
Course 2: Organize Research Data: File Management
Course 3: Govern and Evaluate Research Data Quality
Course 4: Design Smart Surveys with Skip Logic
Course 5: Survey Samples: Size and Methods
Course 6: Design and Analyze Impactful Market Surveys
Course 7: Qualitative Research Interviews
Course 8: Uncover Insights: AI-Driven Focus Groups
Course 9: Summarize and Evaluate Ethical AI Insights
Course 10: Identify Buyer Segments with Data Analytics
Course 11: Segment Customers, Boost Profitability
Course 12: Automate Surveys for Smart Market Insights
Course 13: Measure Research Impact: Eye-Tracking to ROI

Courses

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2 hours 30 minutes
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This course is designed for aspiring and current professionals who want to master the art and science of market research. You will learn to move beyond basic questionnaires and create sophisticated, user-centric surveys that deliver high-quality, actionable data. The curriculum focuses on two critical skill sets: Designing efficient survey instruments with branching logic to maximize respondent engagement and completion rates, and applying rigorous statistical analysis to uncover the stories hidden within your data. Through a blend of real-world case studies, expert-led videos, and hands-on activities, you will learn how to architect survey flows, formulate unambiguous questions, and pilot your designs for success. You will then dive into data analysis, using in-browser tools to perform chi-square tests and interpret p-values to identify statistically significant relationships. By the end of this course, you will not only be able to build a professional-grade survey but also translate your quantitative findings into a clear, compelling narrative that drives strategic business decisions. This course equips you with the end-to-end skills to turn market feedback into a competitive advantage.
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1 hour 40 minutes
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This course builds data governance and quality management capabilities for research professionals. Learners will develop skills in applying metadata tagging for effective data governance and evaluating data quality against defined standards. Through practical application, learners will build the technical capabilities needed to implement robust data management practices that ensure information integrity and accessibility.
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1 hour 47 minutes
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Survey Samples: Size and Methods is a foundational course for aspiring market research analysts and professionals designing statistically sound studies. It builds essential quantitative skills to move from guesswork to confident, data-driven research design. You will learn the key differences between probability and non-probability sampling and how to select the proper method for any research objective. The course emphasizes practical application, guiding you through calculating valid sample sizes using confidence levels and margins of error, with hands-on practice using a sample size calculator to ensure reliable, defensible results. By the end of this course, you will be able to justify your methodological choices and design surveys that deliver trustworthy, decision-ready insights—balancing rigor with real-world business constraints of speed and cost.
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2 hours 15 minutes
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This course builds specialized skills in sophisticated survey methodology and research workflow automation, designed for professionals looking to elevate their market research capabilities. You’ll move beyond basic surveys to master conjoint analysis, a powerful technique for quantifying customer preferences and understanding the trade-offs they make when choosing a product. Through hands-on, simulated exercises, you will learn to design a choice-based study, optimize it for statistical efficiency, and interpret the results to guide strategic decisions in product design and pricing. In the second half of the course, you will tackle a common research bottleneck: manual data management. You will learn to create no-code workflow automations that connect survey platforms with data storage and communication steps using a browser‑based simulation tool. You’ll design workflows that automatically export new data and trigger real-time notifications to your team. By combining advanced analytics with smart automation, you will develop a technical skill set that dramatically enhances research efficiency, reduces manual error, and enables your organization to act on deep customer insights faster than ever before. This course equips you to become a more strategic and efficient market research analyst.
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2 hours 23 minutes
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Ready to move beyond one-size-fits-all marketing? This course is for aspiring business analysts and marketers who want to unlock the power of customer data to drive real-world financial results. You will master the RFM (Recency, Frequency, Monetary) model, a powerful technique used by leading companies like Starbucks and ASOS to understand who their best customers are and why. Through a series of practical, hands-on spreadsheet activities, you will learn to transform raw transaction data into actionable customer segments. But identifying segments is only the first step. You will also learn the critical skill of measuring the financial success of your marketing efforts. This course teaches you how to calculate the profitability lift from a targeted campaign, allowing you to prove the ROI of your strategies in any finance review meeting. By the end of this course, you won't just be analyzing data; you'll be making data-driven recommendations that directly link marketing initiatives to bottom-line growth, equipping you with the skills to optimize marketing spend and boost profitability.
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1 hour 47 minutes
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This course builds essential survey design capabilities for market research professionals and anyone tasked with gathering high-quality feedback. Learners will develop a strong understanding of different question types—from multiple-choice to open-ended—and master techniques for implementing conditional skip logic to create efficient, user-friendly respondent experiences. Through practical application and real-world case studies from organizations like the Pew Research Center and Spotify, you will build the technical and creative skills needed to design professional surveys that maximize completion rates and data quality. The curriculum is designed to be immediately applicable. You will learn not only the theory behind what makes a question effective but also how to construct clear, unbiased questions that align with core research objectives. By the end of the course, you will be able to design dynamic survey paths that route respondents past irrelevant sections, respecting their time and improving the relevance of the data you collect. This course provides a direct pathway to mastering the foundational skills required for roles in research operations, survey programming, and data analysis, enabling you to produce trustworthy and actionable insights.
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2 hours 12 minutes
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Identify Buyer Segments with Data Analytics develops essential customer segmentation and profiling skills for market research professionals, business analysts, and marketers. Learners will build a strong foundation in buyer persona development and master techniques for analyzing cross-tabulated data to identify key customer segments. You will learn not just the theory but also the practical application of creating data-driven buyer personas that represent your ideal customers. Through a series of practical exercises using real-world scenarios, you will develop the analytical capabilities needed to uncover actionable customer insights from data tables. The course will guide you through interpreting two-way tables that reveal relationships between customer variables, such as demographics and purchasing behavior. By the end of this course, you will be equipped to translate raw data into clear, concise insights that inform strategic targeting and marketing decisions, making you a valuable asset in any data-driven organization.
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2 hours 8 minutes
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This course provides a foundational toolkit for measuring and communicating the business value of research. You will learn to translate raw visual attention data into clear, actionable heat-maps using eye-tracking and conduct rigorous ROI analysis to prove the financial impact of your insights. These skills are essential for justifying research budgets and demonstrating the strategic importance of your work. Designed for aspiring market researchers, UX analysts, and business professionals, this beginner-level course bridges the gap between conducting research and proving its value. Through simulated environments, you will get hands-on experience applying eye-tracking technology to generate heat-maps that reveal what truly captures user attention. You'll move beyond theory to practice, learning how to build a systematic framework to evaluate the return on investment (ROI) of your research projects. You will learn to compare the value of the insights against project costs, enabling you to make a compelling, data-driven case for future research initiatives. By the end of this course, you will not only be able to execute advanced research techniques but also confidently articulate their direct contribution to business objectives, positioning yourself as a strategic partner in any data-driven organization.
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1 hour 49 minutes
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This course builds essential data management foundations for market research professionals and anyone looking to bring order to their digital files. Learners will develop a strong understanding of data processing stages and master techniques for implementing standardized file organization systems. Through practical exercises, you will build the fundamental data governance skills needed to maintain well-organized research repositories that ensure data accessibility and integrity. You'll learn to differentiate between raw, cleaned, and analyzed data and apply standardized naming conventions to keep your digital files organized and easily accessible. Through a series of case-driven videos, hands-on labs, and decision-focused projects, you'll explore the real-world implications of data organization, from preventing costly errors like the infamous Reinhart-Rogoff Excel mistake to ensuring supply chain efficiency at major retailers like Walmart. By the end of this course, you'll be able to implement a systematic approach to data organization, transforming chaotic file collections into valuable, well-documented knowledge repositories that support reliable, data-driven decisions.
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1 hour 56 minutes
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This course is for anyone looking to build foundational skills in conducting professional, ethical, and effective primary research. In today’s data-driven world, knowing how to gather original insights is a critical capability, but it must be done correctly and responsibly. This course provides a clear, actionable framework for success. You will begin by mastering the five essential stages of the primary research process—from defining a clear research problem to analyzing and reporting your findings. You will then focus on one of the most critical aspects of modern data collection: legal and ethical compliance. You will learn the core principles of the General Data Protection Regulation (GDPR) and gain hands-on experience applying a standardized consent form to ensure your data capture methods are transparent, ethical, and legally sound, particularly when engaging with EU respondents. Through real-world case studies from market leaders like Procter & Gamble and cautionary tales like Coca-Cola's "New Coke" failure, this course bridges theory and practice. You'll complete practical exercises, including designing research outlines and building compliant consent flows, equipping you with the confidence and tools to conduct primary research that drives informed business decisions while building trust with your audience.
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1 hour 27 minutes
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"Qualitative Research Interviews" is a beginner course for aspiring market analysts and professionals who need to uncover the "why" behind customer behavior. This course moves beyond theory to provide the practical skills needed to conduct high-quality interviews that yield deep, actionable insights. You will learn to distinguish between key qualitative methods, including interviews, focus groups, and ethnographic studies, and understand when to use each one effectively. The focus is on using interviews to inform business decisions, a common task for analysts, helping organizations clarify problems before committing to larger research projects. The curriculum centers on the most critical tool for any interviewer: the discussion guide. Through a hands-on process, you will learn to apply a professional framework to structure your interviews, craft powerful open-ended questions, and align every part of your guide to your core research objectives. By the end of this course, you will have the confidence and practical ability to design a complete interview guide, enabling you to gather the rich, narrative data that drives meaningful product and business decisions.
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2 hours 13 minutes
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The Summarize and Evaluate Ethical AI Insights innovative course develops cutting-edge skills in AI-assisted qualitative analysis and ethical data practices. Learners will master techniques for using large language models to summarize qualitative data and critically evaluate the ethical implications of synthetic data. Through hands-on application, learners will build advanced capabilities that combine AI tools with ethical considerations to enhance research insights.
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2 hours 23 minutes
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In "Uncover Insights: AI-Driven Focus Groups," you will learn how to seamlessly integrate AI into your research workflow, from initial design to final analysis. You'll learn the art of balancing foundational, open-ended questions with innovative, AI-driven prompts that respond in real-time to participant sentiment. This approach will enable you to probe deeper into the "why" behind user feedback, capturing insights that are often missed with static guides. This course is designed for aspiring and current market research analysts, business analysts, and anyone in a data-focused role who wants to harness the power of AI to elevate their qualitative research capabilities. If you're looking to move beyond traditional methods and uncover deeper, more nuanced insights from focus groups, this course is for you. By the end of this course, you will master the ability to integrate real-time AI sentiment analysis into qualitative research to drive deeper, more flexible participant engagement. You will also gain professional expertise in thematic coding and data synthesis, turning raw emotional cues into structured, actionable business strategies.