Market Research Foundations

Want to get to know your customers at a deeper level? Learn how to leverage key market research techniques, clarify your research goals, and effectively present your findings.

Introduction

• The power of market research
• Primary and secondary research

1. Qualitative Research

• Focus groups
• User interviews
• Image-based interviews
• Ethnography
• Diary studies
• Usability testing

2. Quantitative Research

• Surveys
• Data analytics
• Eye tracking and biometrics

3. Research Design: Creating Your Marketing Research Plan

• Articulating your research goals
• Qualitative vs. quantitative: When to use each research method
• Selling your company on research
• Recruiting: How to find the right participants

4. Communicating Your Research: Your Deliverables

• Presenting your research: A crash course in persuasive techniques
• Personas
• Journey mapping

Conclusion

• Next steps