Uncover Market Insights: Research Essentials

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Uncover Market Insights: Research Essentials

This course is part of Marketing Analysis and KPIs Specialization

Instructor: LearningMate

Included with

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2 modules

Gain insight into a topic and learn the fundamentals.

Beginner level

Recommended experience

2 hours to complete

Flexible schedule

Learn at your own pace

2 modules

Gain insight into a topic and learn the fundamentals.

Beginner level

Recommended experience

2 hours to complete

Flexible schedule

Learn at your own pace

What you'll learn

Translate business questions into clear research requirements using a standardized intake process to launch effective market research projects.

Skills you'll gain

Details to know

Shareable certificate

Add to your LinkedIn profile

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Build your subject-matter expertise

This course is part of the Marketing Analysis and KPIs Specialization

When you enroll in this course, you'll also be enrolled in this Specialization.

Learn new concepts from industry experts
Gain a foundational understanding of a subject or tool
Develop job-relevant skills with hands-on projects
Earn a shareable career certificate

There are 2 modules in this course

Uncover Market Insights: Research Essentials is for anyone tasked with turning ambiguous business questions into actionable research projects. You'll move beyond just collecting data to understanding the strategic "why" behind every research request. Learn to identify the five core purposes of market research—from sizing a market to understanding customer satisfaction—and connect them directly to the questions your stakeholders are asking.

Through practical, real-world examples inspired by successes and failures at companies like Netflix and Coca-Cola, you will master a structured approach to project initiation. The course culminates in you learning how to use a standardized intake form, a critical tool for capturing project goals, defining the target audience, and setting clear timelines and deliverables. By the end, you won't just be fulfilling requests; you'll be a strategic partner who ensures every research project is set up for success from day one, bringing clarity and alignment to your team's data-driven decisions.

This module introduces the core purposes of market research and builds the foundational skill of connecting business questions to the research purpose. You will learn to identify the five fundamental purposes of research and practice, connecting them to real-world business questions. By analyzing scenarios and case studies, you will build the critical skill of diagnosing the "why" behind a stakeholder's request, ensuring that the research is strategically focused from the very beginning.

What's included

2 videos2 readings2 assignments

2 videos Total 14 minutes

The High Cost of Asking the Wrong Question 6 minutes
The Five "Whys": A Map for Market Research 7 minutes

2 readings Total 11 minutes

Your Reference Guide: Connecting Questions to Purpose 5 minutes
Decoding the Ask: Finding the Question in the Clutter 6 minutes

2 assignments Total 30 minutes

Hands-On Learning (HOL): Case Study: From Business Challenge to Presentation Plan 20 minutes
Knowledge Check: Matching Purposes to Problems 10 minutes

This module focuses on translating informal research requests into clear, complete, and documented research requirements using a standardized intake form. You will learn how to use a standardized intake form to systematically capture and document all the critical details of a research request. By the end of this module, you will be able to take a stakeholder's informal request and translate it into a clear, complete, and professional research brief to initiate a project and lay the foundation for success in market research.

What's included

2 videos2 readings3 assignments

2 videos Total 14 minutes

The Power of a "Front Door" for Research 6 minutes
Anatomy of a Research Intake Form 8 minutes

2 readings Total 12 minutes

What Makes a Great Research Brief? 6 minutes
From Email to Intake Form: A Step-by-Step Guide 6 minutes

3 assignments Total 60 minutes

Hands-On Learning (HOL): Practice Run: Draft a Research Intake Form 20 minutes
Knowledge Check: Final Check: Validating Your Intake Form 10 minutes
Final Project: The Market Research Initiation Kit 30 minutes

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Instructor

LearningMate

210 Courses 10,904 learners

Offered by

Coursera

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Frequently asked questions

To access the course materials, assignments and to earn a Certificate, you will need to purchase the Certificate experience when you enroll in a course. You can try a Free Trial instead, or apply for Financial Aid. The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.

When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile.

Yes. In select learning programs, you can apply for financial aid or a scholarship if you can’t afford the enrollment fee. If fin aid or scholarship is available for your learning program selection, you’ll find a link to apply on the description page.