Customer and Market Research

Course Overview

Let’s say you’re the marketing manager for a spice company. Should you choose the tagline, “Take your taste buds on an adventure,” or “Quality spices for quality palates”? The answer depends on your audience.

Understanding your audience’s needs, problems, and choices in the market helps you reach them with a targeted message that makes it impossible for them to choose any brand but yours. It’s not magic – it’s customer and market research.

You’ll begin this course by defining useful research sources and types. Then, explore how to use research to identify and segment your market – and scoop your competitors’ place in it. Finally, you’ll learn to use your hard-won insights to thrive in the market you’ve chosen.

Unique Features of the Course

• Interactive Course
• Video(s)
• Knowledge Check(s)
• Quiz

Table to Content

INTRODUCTION

• The Importance of Customer Research
• Types of Customer Research

WHO ARE YOUR CUSTOMERS?

• Defining Your Target Market
• Segmenting Your Target Market

WHO ARE YOUR COMPETITORS?

• How to Conduct a Competitive Landscape Analysis

PUTTING YOUR RESEARCH TO WORK

• How to Create and Use Buyer Personas
• Mapping Your Customer’s Journey

SUMMARY

• Practice What You’ve Learned
• Summary

Intended audience

This course is intended for undergraduate and postgraduate students as well as working professionals from all streams/departments/functions.