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
- Focus groups
- User interviews
- Image-based interviews
- Ethnography
- Diary studies
- Usability testing
- Surveys
- Data analytics
- Eye tracking and biometrics
- 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
- Presenting your research: A crash course in persuasive techniques
- Personas
- Journey mapping
- Next steps
