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Market Research Foundations


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MP4 | Video: AVC, 1280x720 30 fps | Audio: AAC, 48 KHz, 2 Ch | Duration: 54m 20s
Skill Level: Beginner | Genre: eLearning | Language: English + Subtitles | Size: 479 MB
Join market research expert Sarah Weise as she goes over some of the best marketing research techniques and how to leverage them for nearly any challenge at hand.


Sarah lays the groundwork for the course by examining the role marketing research plays in making strategic decisions about your brand or product. She shows how to get to know your customers though quantitative and qualitative techniques ranging from surveys and interviews to mobile diary studies and ethnography. Learn how to clarify your research goals, how to sell your company on research, how to find the best participants, and how to present your data in succinct, meaningful formats like customer personas and journey maps. You'll walk away with the skills you need to plan your next market research study with confidence.

Defining your research approach

Qualitative research techniques, such as focus groups

Quantitative research techniques, including surveys

Articulating your research goals

Selling your company on research

Effectively presenting your findings

Using personas and journey mapping

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