What you'll learn:
- Understand the different market research methodologies
- Learn the benefits and trade-offs of the different methodologies
- Understand when and how you should be applying different methodologies
- Apply a framework to guide you through your market research project
- Learn about qualitative methods such as interviews, focus groups and ethnography
- Learn about quantitative methods such as surveys and social media monitoring
- Acquire essential project management skills to effectively manage your research projects
- Learn how to use generative AI tools to aid and augment your work
Today, possessing fundamental skills in market research isn’t just a good to have; it’s essential! Don’t believe me? A recent global study by Tableau and Forrester found that 82% of managers and business leaders “expect basic data literacy from employees in every department." And yet, only 40% of employees report having the “data skills they're expected to have.”
The truth is, in today's world, everyone needs strong foundations in data literacy. But if you want to get ahead, you need more than foundational skills and knowledge. You need expertise!
With a Masters degree in information science, I have more than 10 years of experience building data science and research teams at large-scale advertising agencies and research firms, as well as working with global brands helping business leaders make better, evidence-based decisions.
This course has been designed and built around my 10+ years of experience working with and teaching global brands, agencies, consultancies and even governments how to conduct market research effectively.
If you're looking for a zero-to-hero course in market research that covers a wide range of methodologies, look no further. In this course, I'll cover the fundamentals of market research, and deep dive into each of the core methodologies such as interviews, ethnography and surveys. We'll even explore how you can use generative AI tools, such as ChatGPT, to augment how you work.
Some of the key topics covered include:
The different types of research methodologies, from primary and secondary to qualitative to quantitative.
Writing an effective research brief.
Conducting secondary research (aka desktop research), from statistical analysis to literature reviews.
Deep dives on qualitative methods including interviews, focus groups, shop-alongs and ethnography.
Deep dives on quantitative methods like online surveys, social media monitoring and A/B testing.
Managing research projects effectively using project management fundamentals and software.
Qualitative and quantitative data analysis.
Using generative AI tools, like ChatGPT, to supercharge your workflows.
You’ll also have opportunities to apply what you’ve learned through a multi-stage case study. And my course is packed with tons of downloadable resources, templates, guides and checklists that will make you a research superhero.
So whether you’re an entrepreneur looking to acquire skills to test and validate ideas, or considering a career in the market research industry, or just looking to level up your data skills, this is the course for you!
