Overview

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You will synthesize the program's full range of skills by planning, executing, and presenting an end-to-end market research project that produces high-impact, portfolio-ready deliverables. The capstone is scaffolded across four distinct modules to ensure you iterate toward a professional-quality submission. Module 1 refreshes core frameworks, helping you translate a complex business question into a scoped project brief with clear success criteria and data requirements. Module 2 guides you through data collection—leveraging tools like SurveyMonkey—while applying GDPR and ethical safeguards, conducting pilot testing, and documenting data provenance. Module 3 supports advanced analysis, including customer segmentation, trend forecasting, and regression diagnostics, using reproducible R pipelines and validation checks. Module 4 focuses on the final deliverable package: an executive report, a parameterized interactive Power BI dashboard, a concise slide deck, and a recorded walkthrough. Throughout the process, you will receive rubric-aligned guidance, formative feedback on milestones, and AI-assisted checks to ensure narrative accuracy. The final graded submission is a polished, end-to-end artifact suitable for a professional portfolio, demonstrating your competence in moving from raw business ambiguity to data-driven strategic recommendations. This capstone serves as your definitive proof of skill for prospective employers in the market research field. You will graduate with the ultimate proof of skill: A full project that demonstrates you can move from raw ambiguity to data-driven strategic recommendations.

Syllabus

Project Brief and Research Plan

This module covers the most critical phase of any research project: the plan. We'll explore why a clear, scoped brief is essential for success. You will learn to translate ambiguous business questions into testable research questions and define success criteria. You will then learn how to assemble these components into a professional-grade project brief that ensures stakeholder alignment and sets your project up for success from day one.

Data Collection, Ethics and Pilot Testing

High-quality analysis depends on high-quality data. This module walks you through the operational and ethical requirements of data collection. We will cover the importance of informed consent and data provenance, and you will learn how to conduct a pilot test to refine your instruments before a full launch. This ensures your fieldwork is efficient, compliant, and yields data you can trust.

Analysis and Reproducible Pipeline

This module focuses on turning raw data into credible insights. You'll learn why reproducibility is a cornerstone of modern analysis and how to achieve it. We will move beyond just running an analysis to documenting it in a way that is transparent, verifiable, and easy for a colleague to rerun. You will build an end-to-end analysis script in R and learn to perform diagnostics to validate your findings.

Final Deliverable Package and Presentation

The best analysis is useless if it isn't communicated effectively. This final module teaches you how to synthesize your work into a polished, executive-ready package. You will create a final report, a parameterized Power BI dashboard for interactive exploration, a concise slide deck, and a recorded walkthrough to create a powerful and coherent narrative that drives action.