AI-Powered Market Research and Survey Design

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Provider

Coursera
Pricing

Paid Course
Languages

English
Certificate

Paid Certificate Available
Duration & workload

18 hours 23 minutes
Sessions

Self-Paced
Level

Beginner
Subtitles

English

Found in

Part of

Market Research Analyst: AI, Power BI, SurveyMonkey skilled

Overview

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This course combines qualitative and quantitative primary research methods used in modern market research studies. You will develop end-to-end primary research capabilities—designing qualitative and quantitative instruments, and running moderated interviews and surveys to produce defensible insights that inform product and marketing decisions. This course teaches you how to draft professional discussion guides, moderator scripts, and complex branching surveys. You will master advanced methodologies like conjoint experiments and learn to select sampling strategies—both probability and non-probability—with appropriate statistical power to ensure data validity. Operational labs cover survey platform workflows, including automations, data exports, skip-logic, and response validation. Responsible AI use-cases are deeply embedded: you will practice using LLM-assisted moderator prompts and transcript synthesis while applying hallucination checks and ethical guardrails. Furthermore, you will apply GDPR-compliant consent templates and data-handling procedures to ensure your studies respect privacy and meet international legal requirements. By building comprehensive study plans and conducting pilot fieldwork, you will learn to move seamlessly from instrument design to robust statistical analysis and stakeholder-ready interpretation. You will conclude the course by completing a Survey Design and Execution Lab, delivering a portfolio-ready project that showcases your ability to manage the entire primary research lifecycle. Who this is for: Aspiring market researchers, business analysts, product managers, and professionals looking to develop advanced research skills with no prior experience required.

Syllabus

Qualitative Research Interviews

The Qualitative Research Interviews module helps aspiring analysts uncover the "why" behind customer behavior. You'll move beyond theory to conduct high-quality interviews that yield actionable insights. Learn to distinguish between interviews, focus groups, and ethnographic studies, understanding when to use each to clarify problems before larger projects. The curriculum focuses on the discussion guide. Through hands-on practice, you'll apply a professional framework to structure interviews, craft powerful open-ended questions, and align guides with research objectives. By the end, you'll confidently design complete guides to gather rich narrative data that drives strategic business decisions.

Uncover Insights: AI-Driven Focus Groups

This module teaches you to integrate AI into research workflows, from design to analysis. You'll balance open-ended questions with AI-driven prompts that respond to real-time participant sentiment, probing deeper into the "why" behind feedback. Designed for analysts and data professionals, this module moves beyond traditional methods to uncover nuanced insights. By the end, you'll master real-time sentiment analysis to drive flexible engagement. You'll also gain expertise in thematic coding and data synthesis, transforming raw emotional cues into structured, actionable business strategies that elevate your qualitative research capabilities.

Primary Research and GDPR Compliance

This module builds foundational skills for conducting professional, ethical, and effective primary research. You'll master the five essential stages—from defining a research problem to reporting findings—while focusing on critical legal and ethical compliance. Learn the core principles of GDPR and gain hands-on experience with standardized consent forms to ensure data capture is transparent and legally sound. Through case studies like P&G and New Coke, this module bridges theory and practice. You'll design research outlines and compliant consent flows, gaining the tools to drive informed business decisions while building audience trust.

Measure Research Impact: Eye-Tracking to ROI

This module provides a foundational toolkit for measuring and communicating the business value of research. You'll learn to translate visual attention data into actionable heat-maps using eye-tracking and conduct rigorous ROI analysis to prove financial impact. These skills are essential for justifying budgets and demonstrating strategic importance. Designed for aspiring researchers and analysts, this module bridges the gap between conducting research and proving its value. Through simulated environments, you'll apply eye-tracking technology to reveal user attention.

Survey Samples: Size and Methods

The Survey Samples: Size and Methods module builds essential quantitative skills for professionals designing statistically sound studies. You'll move from guesswork to confident research design by learning the differences between probability and non-probability sampling and selecting the proper method for any objective. The module 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, you'll ensure reliable, defensible results. By the end, you'll be able to justify methodological choices and design surveys that deliver trustworthy, decision-ready insights while balancing business constraints like speed and cost.

Design and Analyze Impactful Market Surveys

This module helps professionals move beyond basic questionnaires to create sophisticated, user-centric surveys. You'll master two critical skill sets: designing efficient survey instruments with branching logic to maximize engagement, and applying rigorous statistical analysis to uncover hidden data stories. Through case studies and hands-on activities, you'll architect survey flows, formulate unambiguous questions, and conduct pilot tests. You'll then use in-browser tools to perform chi-square tests and interpret p-values. By the end, you'll build professional-grade surveys and translate quantitative findings into compelling narratives that drive strategic business decisions and competitive advantage.

Automate Surveys for Smart Market Insights

This module builds specialized skills in sophisticated survey methodology and automation. You'll master conjoint analysis to quantify customer preferences and understand product trade-offs. Through hands-on simulations, you'll design choice-based studies, optimize for statistical efficiency, and interpret results to guide pricing and design. The module also addresses manual bottlenecks by teaching no-code workflow automation. You'll use browser-based tools to connect survey platforms to data storage, triggering real-time notifications. By combining advanced analytics with smart automation, you'll enhance efficiency, reduce error, and enable your organization to act on deep insights faster, becoming a more strategic analyst.

Design Smart Surveys with Skip Logic

This module builds essential capabilities for market research professionals. You'll develop a strong understanding of question types—from multiple-choice to open-ended—and master conditional skip logic to create efficient, user-friendly experiences. Through case studies from the Pew Research Center and Spotify, you'll build the skills to maximize completion rates and data quality. The curriculum is immediately applicable, teaching you to construct clear, unbiased questions aligned with research objectives. By the end, you'll design dynamic survey paths that route respondents past irrelevant sections. This module provides a direct pathway to mastering research operations, survey programming, and data analysis to produce trustworthy, actionable insights.

Survey Design and Execution Lab

This project module provides hands-on experience in executing a complete, professional-grade market research project. You will step into the role of a UX researcher to design and launch a branching survey to validate a new product feature. The module equips you with the skills to define research goals, develop a sampling plan, and ensure GDPR-compliant data collection. You will perform data cleaning, conduct statistical checks, and create visualizations to support your findings. The project culminates in an analysis report with actionable recommendations, providing end-to-end experience in survey design, data collection, and analysis.