Course Overview

Market research skills are no longer optional—they’re essential. Yet, many professionals lack the data literacy needed to thrive. This comprehensive course takes you from beginner to expert, covering key methodologies like interviews, surveys, and ethnography, plus how to leverage AI tools like ChatGPT. With real-world case studies, hands-on exercises, and downloadable templates, you'll gain the expertise to conduct research effectively. Whether you're an entrepreneur testing ideas, exploring a research career, or sharpening your data skills, this course is your guide to making informed, evidence-based decisions.

Pricing

Your purchase includes 12 month access to the course, its resources, the community forum and instructor support.

Course curriculum

    1. About the course

      FREE PREVIEW

    1. Why market research?

    2. Types of market research

      FREE PREVIEW

    3. Market research focus areas

    4. Market research methodology

    5. Section Quiz

    1. Starting with purpose

      FREE PREVIEW

    2. Market research framework

    3. Unpacking your research objective

    4. The market research brief

    5. Market research and project management

    6. Section Quiz

    1. Secondary research overview

    2. Essential data sources for secondary research

    3. How to use Google trends

    4. How to use Google keyword planner

    5. Searching for peer reviewed articles

    6. Using AI to summarize long form content

    7. Competitor analysis

    8. Case Study Part 1: Briefing

    9. Case Study Part 1: Results

    10. Using AI to create a slides presentation

    11. Section Quiz

    1. Types of primary

    2. Outsourcing vs DIY

    3. Incentives for primary research participants

    4. Section Quiz

    1. Qualitative methods overview

    2. Downloadable Resources for Qualitative Methods

    3. In-depth Interviews (IDI)

    4. Focus groups

    5. Shopalong

    6. Ethnography

    7. Analyzing qualitative data

    8. Case Study Part 2: Briefing

    9. Case Study Part 2: Results and demo of qual data coding

    10. Using AI to analyze qualitative data

    11. Section Quiz

About this course

  • $49.00
  • 56 lessons
  • 10.5 hours of video content
  • 70+ downloadable resources
  • 12 month access

What's included?

  • 12 Month Access

    Your purchase includes 12 months access to the course, resources and community.

  • On-Demand Video

    Access hours of on-demand video and learn at your own pace.

  • Case Studies

    Apply what you've learned through a series of hands-on case studies.

  • Quizzes

    Test your knowledge with in-depth quizzes.

  • Instructor Support

    Ask questions and engage with the instructor via a community forum.

  • Live Coaching Discounts

    Get 15% off the purchase of live coaching sessions with the instructor.

Trusted By

Students enrolled in my courses work at some of the world's biggest brands

What you'll learn

A comprehensive curriculum that will teach you everything you need to know about multi-modal market research, from interviews to ethnography to surveys.

  • When, why and how to carry out market research

  • Understand the key qualitative and quantitative methods

  • Deep-dive on qualitative methods, like interviews, focus groups and ethnography

  • Deep-dive on quantitative methods, like surveys and social media monitoring

  • Learn how to apply a project management framework to run your research projects

  • Learn how to use generative AI tools to streamline how you work

Meet Your Instructor

Stephen Tracy

Data Scientist, Educator and Entrepreneur

With over a decade of experience in advertising, market research, and data, Stephen has worked across the globe—from Canada to Singapore—holding senior positions at some of the world's leading ad agencies and data providers, including IPG, Publicis, and YouGov. A successful entrepreneur, he co-founded and scaled Milieu Insight, a data analytics startup. In his spare time, he shares insights on all things data through his blog, Analythical.com. Stephen holds a B.A. (Honours) degree and a Master's degree (MI) in information and data science from the University of Toronto.

What are you waiting for?

It's time to level up 🚀

Buy Now

FAQ

  • Will I be able to contact the course instructor?

    Yes, the instructor is available to answer your questions via the community forum, and will generally respond to questions within 48 to 72 hours on weekdays. You may also purchase live coaching sessions with the instructor for an additional fee.

  • How long will I have access to this course?

    Standard purchases included 12 month access from the point of sale. If you'd like to inquire about purchasing longer term access, contact us at [email protected]

  • Is the course refundable?

    Yes, you can request a refund within 48 hours of your purchase, provided you have not consumed more than 10% of the course content. Unfortunately we are unable to offer refunds to anyone who has purchased the course for more than 48 hours or have consumed more than 10% of the course content (whichever comes first).

  • Do you offer corporate subscriptions?

    Yes, if you'd like to inquire about pricing options for your entire team please contact [email protected]

  • Do you offer live training options for this course?

    Yes, I can run this training for you and your team either in-person or remote. For inquiries and pricing, please contact [email protected]