Mô tả

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!


Bạn sẽ học được gì

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

Yêu cầu

  • No experience needed - but some knowledge of basic functions in Excel or Google Sheets will help
  • No paid software required - I teach you how to do everything with Excel / Google Sheets or free software

Nội dung khoá học

8 sections

Introduction

2 lectures
About the instructor
06:54
About the course
06:55

Market Research Unpacked

5 lectures
Why market research?
08:45
Types of market research
04:51
Market research focus areas
04:34
Market research methodology
13:04
Section Quiz
9 questions

Market Research Framework

6 lectures
Starting with purpose
08:26
Market research framework
16:07
Unpacking your research objective
09:21
The market research brief
04:37
Market research and project management
24:06
Section Quiz
6 questions

Secondary Research

13 lectures
Secondary research overview
13:52
Essential data sources for secondary research
18:18
How to use Google trends
12:28
How to use Google keyword planner
05:54
Searching for peer reviewed articles
05:44
AI powered secondary research with Perplexity
08:24
Using AI to summarize long form content
04:04
Using Perplexity AI to summarize content
04:34
Competitor analysis
14:12
Case Study Part 1: Briefing
06:12
Case Study Part 1: Results
13:03
Using AI to create a slides presentation
05:34
Section Quiz
6 questions

Primary Research Overview

4 lectures
Types of primary
09:34
Outsourcing vs DIY
11:25
Incentives for primary research participants
08:15
Section Quiz
7 questions

Primary Research - Qualitative

11 lectures
Qualitative methods overview
00:50
Downloadable Resources for Qualitative Methods
00:14
In-depth Interviews (IDI)
20:03
Focus groups
19:04
Shopalong
14:54
Ethnography
18:28
Analyzing qualitative data
17:54
Case Study Part 2: Briefing
05:01
Case Study Part 2: Results and demo of qual data coding
27:10
Using AI to analyze qualitative data
08:04
Section Quiz
7 questions

Primary Research - Quantitative

17 lectures
Quantitative methods overview
04:18
Downloadable Resources for Quantitative Methods
00:15
Online surveys
33:30
Programming a survey
12:04
Analyzing survey data
24:28
Survey data cleaning
16:23
Using AI with online surveys
14:19
Case Study Part 3: Briefing
08:21
Case Study Part 3: Results
18:27
Social media monitoring
30:31
Demo of social media monitoring tool
22:41
A/ B Testing
35:00
Calculating statistical significance for an A/B test
11:29
Case Study Part 4: Briefing
05:50
Case Study Part 4: Results
20:25
Other quantitative methods
11:29
Section Quiz
8 questions

Course Wrap-up

1 lectures
Course recap and congrats!
08:12

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