Research Report: Delivering Insights from Coursera

What's inside

Syllabus

Getting Started & Synthesizing Findings and Deriving Insights

You’ve gathered your data from qualitative and quantitative market research. Where do you go from there? At this stage, you will need to synthesize your findings and derive valid and actionable insights that will help to solve the business problem. In this module, you will be able to find the story in the data and shape it to contribute to a compelling market research presentation. You will be able to synthesize the data, select the appropriate tools to analyze your product or service and determine how consumers view your market. You'll be able to evaluate Market Positioning and Market Segmentation; you will see how to use Conjoint Analysis to compare the relative value of product features or attributes, and Perceptual Maps to help tell the story of consumers in your market and provide actionable comparisons. You will also define terminology and essential concepts that will equip you to be conversant and more confident in the market research field.

Measuring Various Marketing Efforts

Up to this point, you’ve synthesized findings and derived insights to address a business problem. However, once you've implemented a marketing plan, seeking to reach the target market and engage them with the business, product or service, how do you know if the marketing efforts are working? That’s what you will focus on in this module. You will compare and contrast traditional advertising with digital advertising and social media marketing. You will be able to track consumers through the stages of the Purchase Funnel and plan ways to effectively market to them at each point along that journey toward a purchase. You will weigh the pros and cons of social media and word-of-mouth advertising that have become essential digital strategies. You will also be able to build and track a social media marketing plan, learning various effective ways to attribute sales back to specific marketing efforts.

Planning to Communicate Findings

Doing the research and analyzing the data is important, but how well you communicate those findings is critical. This module is all about equipping you to implement a plan to make sure that the way you communicate your market research is worthy of all the work that went into gathering and analyzing it. In this module, you will use proven methods for developing research-based recommendations, testing and refining your ideas before you create your presentation. You will be able to apply storytelling strategies to increase your impact. You will be able to select the best methods to deliver findings and choose the appropriate data visualization techniques for various situations and kinds of data. You will also be able to recognize the drawbacks of poor data visualization and make sure you are presenting your data and market research to help clients and stakeholders make marketing decisions that will solve the business problem and lead to success.

Designing and Presenting Ideas

There are certain expectations of a market research report or presentation. You have prepared to communicate your findings, however, you still have to construct your presentation. This module covers the building blocks and required sections that are industry standards in a market research presentation. In this module, you will review the essential sections of a market research report and offer further directions for designing visualizations of your data. You will be able to complete a market research presentation with the requisite sections and design a presentation that caters to a specific audience. You’ll be able to deliver research-based ideas and findings through a story that will cast your client in the hero role. You’ll also be able to deliver actionable recommendations that will help solve your client’s business problem. And, isn’t that the point of all the research done prior to this part of the process?

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Covers strategies for data visualization and storytelling to help learners convey insights and recommendations

Suitable for professionals seeking to advance their careers in marketing research or related fields

Focuses on practical application with emphasis on developing actionable recommendations and data-driven insights

Provides hands-on experience with industry-standard analytical tools and techniques

Instructors are experienced professionals with extensive knowledge in marketing research

Reviews summary

Well-received research course

Learners say this specialization was an amazing learning experience, calling lectures excellent and knowledge very useful. Instructors have been noted as knowledgeable, and clear in their speech. While one learner had some issues, most say this course is well worth the investment.

Course Materials Well-Received

"Lectures excellent."

"This course is very helpful to understand the concept properly."

"Materials are good."

Instructors Knowledgeable

"Ever so grateful to the team behind this course. This was very knowledgeable session it help me to boost knowledge about market research."

"Instructors have been noted as knowledgeable, and clear in their speech."

"Instructors who spoke clear plain English."

Many Positive Reviews

"This entire specialization was an amazing learning experience."

"I've really enjoyed instructors and the whole course content."

"Great course, I've enjoyed it."

Some Theory And Cost Concerns

"As far as I could gauge, the entire course is theoretical."

"The course fee is not justified at INR 3207/-."

"Similar content is also available on other platforms for less money."

Activities

Be better prepared before your course. Deepen your understanding during and after it. Supplement your coursework and achieve mastery of the topics covered in Research Report: Delivering Insights with these activities:

Create a Marketing Research Proposal

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A well-written marketing research proposal will help you secure funding and support for your research project.

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Define the problem or opportunity that you are researching.
Develop a research question.
Identify the target audience for your research.
Determine the research methods that you will use.
Develop a budget and timeline for your project.

Read 'Positioning: The Battle for Your Mind'

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This book by Al Ries and Jack Trout is a classic in the field of marketing and will provide you with valuable insights into how to position your product or service in the minds of consumers.

View Positioning: The Battle for Your Mind, 20th... on Amazon

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Practice Conducting Focus Groups

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Focus groups are an essential tool in market research. Practicing running these groups will help you develop more confidence in asking questions and maintaining a flow.

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Review the different types of focus groups and their objectives.
Develop a focus group guide with questions that will help you achieve your objectives.
Recruit participants who fit your target audience.
Conduct a pilot focus group to test your guide and make any necessary adjustments.
Conduct multiple focus groups with different audiences.

Five other activities

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Attend a Marketing Research Workshop

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Marketing research workshops can provide you with hands-on experience and help you learn new techniques.

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Search for marketing research workshops in your area.
Register for a workshop that fits your interests and needs.
Attend the workshop and participate in the activities.

Volunteer for a Marketing Research Organization

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Volunteering for a marketing research organization can provide you with valuable experience and help you build your network.

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Search for marketing research organizations in your area.
Contact the organization and ask about volunteer opportunities.
Attend volunteer training.
Volunteer at marketing research events.

Join a Study Group

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Studying with other students can help you understand the material better and prepare for exams.

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Find a group of students who are taking the same course as you.
Meet regularly to discuss the material.
Work together on assignments and projects.

Write a Case Study

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Writing a case study can help you apply the concepts you have learned in this course to a real-world situation.

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Choose a topic for your case study.
Research the topic and gather data.
Write a case study that describes the problem, the research that was conducted, the results of the research, and the recommendations that were made.

Contribute to an Open Source Marketing Research Project

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Contributing to an open source marketing research project can help you learn new skills and make a valuable contribution to the community.

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Search for open source marketing research projects on GitHub.
Find a project that interests you and has a clear need for help.
Contact the project maintainers and ask how you can contribute.
Make a contribution to the project.

Career center

Learners who complete Research Report: Delivering Insights will develop knowledge and skills that may be useful to these careers:

Market Research Analyst

The Research Report: Delivering Insights course can be an excellent resource for Market Research Analysts. The course can help analysts to synthesize findings, derive insights, and communicate them effectively. Additionally, the course can help analysts to develop their skills in data visualization and presentation. Overall, this course can help Market Research Analysts to succeed in their roles by providing them with the skills and knowledge they need to conduct and communicate research effectively.

See salaries and explore the career path for Market Research Analyst

Marketing Manager

The Research Report: Delivering Insights course can help aspiring Marketing Managers to build a strong foundation in market research. The course provides a comprehensive overview of the market research process, from planning and execution to analysis and presentation. Additionally, the course covers essential topics such as data visualization and presentation skills. This knowledge and these skills can be invaluable for Marketing Managers, as they are responsible for making decisions based on market research data.

See salaries and explore the career path for Marketing Manager

Business Analyst

The Research Report: Delivering Insights course is a valuable resource for Business Analysts, as it can help them to develop the skills and knowledge they need to conduct and communicate research effectively. The course covers essential topics such as data visualization and presentation skills, which are essential for Business Analysts who need to be able to communicate their findings to stakeholders in a clear and concise manner.

See salaries and explore the career path for Business Analyst

Marketing Consultant

The Research Report: Delivering Insights course can be useful for Marketing Consultants, as it can help them to develop their research and communication skills. The course covers essential topics such as data visualization and presentation skills, which are essential for Marketing Consultants who need to be able to communicate their findings to clients in a clear and concise manner.

See salaries and explore the career path for Marketing Consultant

Product Manager

The Research Report: Delivering Insights course can be useful for Product Managers, as it can help them to develop the skills and knowledge they need to conduct and communicate research effectively. The course covers essential topics such as data visualization and presentation skills, which are essential for Product Managers who need to be able to communicate their findings to stakeholders in a clear and concise manner.

See salaries and explore the career path for Product Manager

Focus Group Moderator

The Research Report: Delivering Insights course may be useful for Focus Group Moderators, as it can help them to develop the skills and knowledge they need to conduct and communicate research effectively. The course covers essential topics such as data visualization and presentation skills, which are essential for Focus Group Moderators who need to be able to communicate their findings to stakeholders in a clear and concise manner.

See salaries and explore the career path for Focus Group Moderator

Data Scientist

The Research Report: Delivering Insights course may be useful for Data Scientists, as it can help them to develop the skills and knowledge they need to communicate their findings effectively. The course covers essential topics such as data visualization and presentation skills, which are essential for Data Scientists who need to be able to communicate their findings to stakeholders in a clear and concise manner.

See salaries and explore the career path for Data Scientist

Data Analyst

The Research Report: Delivering Insights course may be useful for Data Analysts, as it can help them to develop the skills and knowledge they need to conduct and communicate research effectively. The course covers essential topics such as data visualization and presentation skills, which are essential for Data Analysts who need to be able to communicate their findings to stakeholders in a clear and concise manner.

See salaries and explore the career path for Data Analyst

UX Researcher

The Research Report: Delivering Insights course may be useful for UX Researchers, as it can help them to develop the skills and knowledge they need to communicate their findings effectively. The course covers essential topics such as data visualization and presentation skills, which are essential for UX Researchers who need to be able to communicate their findings to stakeholders in a clear and concise manner.

See salaries and explore the career path for UX Researcher

Survey Researcher

The Research Report: Delivering Insights course may be useful for Survey Researchers, as it can help them to develop the skills and knowledge they need to conduct and communicate research effectively. The course covers essential topics such as data visualization and presentation skills, which are essential for Survey Researchers who need to be able to communicate their findings to stakeholders in a clear and concise manner.

See salaries and explore the career path for Survey Researcher

Marketing Research Interviewer

The Research Report: Delivering Insights course may be useful for Marketing Research Interviewers, as it can help them to develop the skills and knowledge they need to conduct and communicate research effectively. The course covers essential topics such as data visualization and presentation skills, which are essential for Marketing Research Interviewers who need to be able to communicate their findings to stakeholders in a clear and concise manner.

See salaries and explore the career path for Marketing Research Interviewer

Content Marketing Manager

The Research Report: Delivering Insights course may be useful for Content Marketing Managers, as it can help them to develop the skills and knowledge they need to communicate effectively. The course covers essential topics such as data visualization and presentation skills, which are essential for Content Marketing Managers who need to be able to communicate their findings to stakeholders in a clear and concise manner.

See salaries and explore the career path for Content Marketing Manager

Communications Manager

The Research Report: Delivering Insights course may be useful for Communications Managers, as it can help them to develop the skills and knowledge they need to communicate effectively. The course covers essential topics such as data visualization and presentation skills, which are essential for Communications Managers who need to be able to communicate their findings to stakeholders in a clear and concise manner.

See salaries and explore the career path for Communications Manager

Social Media Manager

The Research Report: Delivering Insights course may be useful for Social Media Managers, as it can help them to develop the skills and knowledge they need to communicate effectively. The course covers essential topics such as data visualization and presentation skills, which are essential for Social Media Managers who need to be able to communicate their findings to stakeholders in a clear and concise manner.

See salaries and explore the career path for Social Media Manager

Public relations manager

The Research Report: Delivering Insights course may be useful for Public Relations Managers, as it can help them to develop the skills and knowledge they need to communicate effectively. The course covers essential topics such as data visualization and presentation skills, which are essential for Public Relations Managers who need to be able to communicate their findings to stakeholders in a clear and concise manner.

See salaries and explore the career path for Public relations manager