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Robin Boyar
and
Ashwin Aravindakshan, PhD
You have completed all the hard work of conducting your internal, secondary, and primary research. You have analyzed all the data and are able to formulate insights and recommendations based on your research proposal. But what is the best way to present your findings and be able to make a decision?
Read more
You have completed all the hard work of conducting your internal, secondary, and primary research. You have analyzed all the data and are able to formulate insights and recommendations based on your research proposal. But what is the best way to present your findings and be able to make a decision?
Read more
You have completed all the hard work of conducting your internal, secondary, and primary research. You have analyzed all the data and are able to formulate insights and recommendations based on your research proposal. But what is the best way to present your findings and be able to make a decision?
In this course, you will discuss how to incorporate a story in your marketing presentation to help you capture the attention and gain support of stakeholders and business leaders. You will choose the most effective analytical method for delivering your insights and the best presentation method for your given audience. You will incorporate data visualization best practices and use tips and tricks when presenting to your various levels of decision makers and stakeholders.
Register for this course and see more details by visiting:
OpenCourser.com/course/t55o5t/research
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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.
Read more
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.
Read more
Traffic lights
Traffic lights
Read about what's good
what should give you pause 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
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Reviews summary
Delivering research insights with storytelling
According to learners, this course is a highly practical (positive) guide focused on the critical phase of delivering research findings and insights (neutral) to stakeholders. Students particularly praise the emphasis on incorporating storytelling (positive) into presentations and reports, finding this approach helps to capture attention and gain support (positive). Many highlight the practical tips provided for data visualization best practices (positive) and tailoring presentations to different audiences. While considered very useful for professionals (positive) looking to improve their reporting skills, a few reviews suggest that those with extensive prior experience in market research might find certain sections somewhat basic (warning). Overall, it's seen as an excellent resource (positive) for effectively communicating research outcomes.
Concentrates specifically on presenting results.
"This course is excellent if you already have your research data. It really focuses on the reporting end."
"Be aware this course is about reporting and insights delivery, not how to do the research itself."
"It picks up after you've done the analysis and focuses entirely on presentation and communication."
"I found the scope well-defined, focusing solely on delivering the insights."
Good for those new to formal reporting structure.
"The concepts like conjoint analysis and perceptual maps were explained simply enough to grasp their purpose in reporting."
"Great for understanding the standard structure and sections of a professional market research report."
"While great for beginners in reporting, experienced analysts might find some sections too basic."
"Provides a solid foundation in presenting complex information clearly."
Gain practical tips for presenting data visually.
"Data visualization best practices were clearly explained and immediately useful. Avoided common pitfalls after this module."
"The section on choosing appropriate data visualization techniques for various situations was very helpful and practical."
"Great tips provided on how to visualize data effectively for different types of insights."
"I can now create clearer charts and graphs for my reports thanks to this course."
Skills directly applicable to business reports.
"I feel much more confident delivering research insights after taking this course. The practical tips made a big difference."
"Immediately used the concepts learned in my next business presentation with great success."
"This is highly relevant for anyone who needs to present research findings to decision-makers."
"The strategies for tailoring presentations to different levels of decision makers were a key takeaway and very applicable."
Learn to weave research into a compelling narrative.
"The focus on turning data into a compelling story was incredibly valuable. It's not just about the numbers, but how you present them."
"Applying storytelling strategies really improved my reports. I learned how to structure findings for impact with stakeholders."
"Loved how the course emphasized narrative in presentations. Makes the insights much more memorable for the audience."
"I appreciated learning how to build a story around the data to make it more accessible and impactful."
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
Show steps
A well-written marketing research proposal will help you secure funding and support for your research project.
Show steps
-
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'
Show steps
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
Show steps
Practice Conducting Focus Groups
Show steps
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.
Show steps
-
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
Expand to see all activities and additional details
Show all eight activities
Attend a Marketing Research Workshop
Show steps
Marketing research workshops can provide you with hands-on experience and help you learn new techniques.
Show steps
-
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
Show steps
Volunteering for a marketing research organization can provide you with valuable experience and help you build your network.
Show steps
-
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
Show steps
Studying with other students can help you understand the material better and prepare for exams.
Show steps
-
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
Show steps
Writing a case study can help you apply the concepts you have learned in this course to a real-world situation.
Show steps
-
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
Show steps
Contributing to an open source marketing research project can help you learn new skills and make a valuable contribution to the community.
Show steps
-
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.
Create a Marketing Research Proposal
Show steps
A well-written marketing research proposal will help you secure funding and support for your research project.
Show steps
Show steps
Show steps
- 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'
Show steps
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
Show steps
Show steps
Show steps
Practice Conducting Focus Groups
Show steps
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.
Show steps
Show steps
Show steps
- 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
Expand to see all activities and additional details
Show all eight activities
Attend a Marketing Research Workshop
Show steps
Marketing research workshops can provide you with hands-on experience and help you learn new techniques.
Show steps
Show steps
Show steps
- 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
Show steps
Volunteering for a marketing research organization can provide you with valuable experience and help you build your network.
Show steps
Show steps
Show steps
- 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
Show steps
Studying with other students can help you understand the material better and prepare for exams.
Show steps
Show steps
Show steps
- 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
Show steps
Writing a case study can help you apply the concepts you have learned in this course to a real-world situation.
Show steps
Show steps
Show steps
- 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
Show steps
Contributing to an open source marketing research project can help you learn new skills and make a valuable contribution to the community.
Show steps
Show steps
Show steps
- 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
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.
Marketing Manager
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.
Marketing Consultant
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.
Business Analyst
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.
Product Manager
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.
Data Scientist
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.
UX Researcher
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.
Marketing Research Interviewer
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.
Survey 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.
Focus Group Moderator
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.
Data Analyst
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.
Public relations 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.
Communications 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.
Social Media 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.
Content Marketing Manager
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.
For more career information including salaries, visit:
OpenCourser.com/course/t55o5t/research
Reading list
We've selected nine books
that we think will supplement your
learning. Use these to
develop background knowledge, enrich your coursework, and gain a
deeper understanding of the topics covered in
Research Report: Delivering Insights.
Provides a comprehensive overview of advertising research, including methods for measuring advertising effectiveness.
Save
Provides a practical guide to data visualization, including how to choose the right charts and graphs for different types of data.
Save
Provides a practical guide to storytelling with data, including how to use data to create compelling and persuasive stories.
Provides a comprehensive overview of dashboards, including how to design and build effective dashboards.
Provides a comprehensive overview of data warehousing, including how to design and build effective data warehouses.
Provides a comprehensive overview of marketing analytics, including how to use data to improve marketing decision-making.
Save
Provides a comprehensive overview of segmentation, targeting, and positioning, including how to develop and implement effective marketing strategies.
Save
Provides a concise overview of marketing research, including the research process, data collection, and analysis.
Save
Provides a comprehensive overview of research methods in marketing, including how to design and conduct research studies.
For more information about how these books relate to this course, visit:
OpenCourser.com/course/t55o5t/research
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Rating
4.6
Effort
15 hours to complete
Level
Intermediate
Via
Coursera
Institution
University of California, Davis
Instructors
Robin Boyar
Ashwin Aravindakshan, PhD
Language
English
Transcripts
Español
Français
Português
Deutsch
Italiano
中文
العربية
한국어
日本語
हिंदी
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Türkçe
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қазақша
اُردُو,
فارسی
বাংলা
tiếng Việt
پښتو
آذربایجان دیلی
This course belongs to a
collection
called
Market Research. It's comprised of five courses:
- Chinese Characters for beginner 汉字
- Research Proposal: Initiating Research
- Quantitative Research
- Research Report: Delivering Insights (viewing)
- Qualitative Research
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