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Market Intelligence and Audience Insights

Coursera via Coursera

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Details

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Provider

Coursera
Pricing

Paid Course
Languages

English
Certificate

Certificate Available
Effort

8 weeks, 1 hour a week
Sessions

Self-Paced
Level

Beginner
Subtitles

English

Found in

Overview

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Effective product marketers rely on data-driven insights to identify opportunities, understand customers, and respond to market changes. In this course, learners will develop the research and analytical skills needed to interpret customer behavior, evaluate competitors, and support strategic product marketing decisions. Learners will conduct audience research using surveys and segmentation techniques to uncover customer insights and retention opportunities. The course also introduces competitive intelligence workflows, enabling learners to monitor competitor positioning, pricing changes, and market shifts using industry tools. In addition, learners will analyze pricing models and customer trends to understand how product positioning and pricing decisions influence market demand and business outcomes. By the end of this course, learners will be able to conduct market opportunity analyses, segment audiences using data, evaluate competitor strategies, and communicate actionable insights to internal stakeholders. Tools explored include Crayon, survey platforms such as Typeform and SurveyMonkey, Excel Pivot Tables and charts, and customer segmentation frameworks.

Syllabus

Analyze and Act on Audience Insights: Survey Platform Execution

Learners will master the complete survey research workflow from platform setup through data export using professional tools like SurveyMonkey and Typeform.

Analyze and Act on Audience Insights: Demographic Segmentation Analysis

Learners will master demographic data analysis techniques using Excel, create compelling visualizations, and develop professional insight presentations that inform marketing strategies.

Segment and Retain Customers

This module provides a comprehensive, hands-on journey into modern customer retention. You will start by understanding why personalized segmentation is critical and then learn how to identify lifecycle stages using HubSpot. You’ll also master cohort analysis to diagnose customer churn drivers, drawing inspiration from real-world examples like Netflix and Amazon. The module culminates in applying these skills to build a complete Customer Retention Toolkit, equipping you to create and execute data-driven strategies that re-engage lapsed users and foster long-term loyalty.

Tracking Competitor Updates for GTM Execution

Learn how to monitor competitor activity using market intelligence tools, identify the updates that matter most, and document actionable implications for go-to-market execution. Focus on separating meaningful signals from noise to support timely business decisions.

Competitive Intel: Internal Briefing

Learn how to transform competitor insights into concise, audience-focused updates for internal stakeholders. Practice creating competitive summaries that connect market changes to clear recommendations and business actions.

Pricing: Competitive Analysis

In this module, you will learn how to evaluate competitor pricing models and use pricing psychology to understand how customers perceive value. You will explore common SaaS pricing structures, tier framing, feature gates, and billing conditions, then practice building a pricing comparison matrix. By the end, you will be able to identify competitive pricing exposures and advantages that can inform internal pricing decisions.

Pricing: Demand Analysis

In this module, you will learn how to analyze the impact of pricing changes on market demand using elasticity, historical volume data, and scenario modeling. You will explore how to interpret price impact outputs, document assumptions, and communicate pricing risks to cross-functional stakeholders, then practice running a demand analysis in the Price Impact Model. By the end, you will be able to make evidence-based recommendations about pricing changes and their likely demand effects.

Project Module: Conducting a Comprehensive Market Opportunity Analysis

In this project, you will take the role of a Product Marketing Manager tasked with identifying a growth opportunity for a struggling feature. You will analyze customer feedback, benchmark against a competitor's pricing shift, and propose a targeted, evidence-based retention strategy supported by audience and competitive data.