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LinkedIn Learning

Market Research Foundations

via LinkedIn Learning

Overview

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.

Syllabus

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

Taught by

Sarah Weise

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