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Uncover Market Insights: Research Essentials

This course is part of multiple programs.

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 available as part of

When you enroll in this course, you'll also be asked to select a specific program.

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.

Module details

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 videosTotal 14 minutes

The High Cost of Asking the Wrong Question6 minutes
The Five "Whys": A Map for Market Research7 minutes

2 readingsTotal 11 minutes

Your Reference Guide: Connecting Questions to Purpose5 minutes
Decoding the Ask: Finding the Question in the Clutter6 minutes

2 assignmentsTotal 30 minutes

Hands-On Learning (HOL): Case Study: From Business Challenge to Presentation Plan20 minutes
Knowledge Check: Matching Purposes to Problems10 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.