Is this course suitable for beginners with no research background?

Absolutely. The course is designed from the ground up for professionals with no prior market research experience, providing a step-by-step approach to developing research skills.

What strategic frameworks will I learn in this course?

You'll master three key strategic frameworks: the 4 Ps marketing framework, SWOT analysis, and the Ansoff Matrix—tools used by top businesses to guide strategic decision-making.

How will this course help me in my career?

This course provides foundational skills critical for roles in market research, business analysis, strategy consulting, and marketing, teaching you to transform business questions into actionable research strategies.

When will I have access to the lectures and assignments?

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.

What will I get if I subscribe to this Certificate?

When you enroll in the course, you get access to all of the courses in the Certificate, 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.

Market Research Foundations for Strategy and Growth

This course is part of Market Research Analyst: AI, Power BI, SurveyMonkey skilled Professional Certificate

Instructor: Professionals from the Industry

Included with

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4 modules

Gain insight into a topic and learn the fundamentals.

Beginner level

Recommended experience

9 hours to complete

Flexible schedule

Learn at your own pace

4 modules

Gain insight into a topic and learn the fundamentals.

Beginner level

Recommended experience

9 hours to complete

Flexible schedule

Learn at your own pace

What you'll learn

Recognize the fundamental purposes of market research and apply industry-standard intake forms to capture project requirements.
Use interview techniques to define specific, measurable research objectives and evaluate approaches with cost-benefit analysis.
Apply strategic frameworks like the 4 Ps, SWOT, and Ansoff Matrix to analyze implications and quantify revenue impact.
Recommend growth strategies based on analysis, including insights from research findings to support decision-making.

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Build your Business Strategy expertise

This course is part of the Market Research Analyst: AI, Power BI, SurveyMonkey skilled Professional Certificate

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

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 from Coursera

There are 4 modules in this course

In the real world, data projects fail when they aren't grounded in business value. This course teaches you to lead from day one by mastering the process of translating vague business questions into actionable research plans. You will learn how to frame research questions, conduct stakeholder interviews, and capture project requirements using a structured intake template. The course introduces strategic frameworks such as the 4 Ps, SWOT, and the Ansoff Matrix to help connect research insights to real business growth opportunities.

You will also evaluate the cost-benefit of different research approaches and estimate potential research ROI, ensuring that each project you lead is viewed by leadership as a worthwhile investment. You will align on and prepare concise measurement plans and executive summaries that connect research outcomes to business KPIs, so insights are directly actionable for leadership. This foundational stage ensures your research is grounded in business value before moving into advanced data tools. By working through templates, case activities, and short feedback loops, you will gain confidence in scoping projects that balance rigor, feasibility, and business value. You will conclude this course with a professional project intake portfolio that demonstrates your ability to lead the research process from the first stakeholder meeting to the final strategic recommendation. Who this is for: Aspiring market researchers, business analysts, marketing professionals, and anyone looking to develop strategic research skills with no prior experience required.

Module details

This module equips you to transform ambiguous business questions into actionable research projects. You will learn the five core purposes of market research and how to connect them to stakeholder needs, using real-world examples from companies like Netflix and Coca-Cola. This module also introduces you to a structured approach to project initiation, centered around a standardized intake form for capturing goals, defining audiences, and setting timelines. By mastering this process, you will move from simply fulfilling requests to becoming a strategic partner who ensures every research project is aligned and set up for success.

What's included

4 videos4 readings5 assignments

4 videosTotal 28 minutes

The High Cost of Asking the Wrong Question6 minutes
The Five "Whys": A Map for Market Research7 minutes
The Power of a "Front Door" for Research6 minutes
Anatomy of a Research Intake Form8 minutes

4 readingsTotal 23 minutes

Your Reference Guide: Connecting Questions to Purpose5 minutes
Decoding the Ask: Finding the Question in the Clutter6 minutes
What Makes a Great Research Brief?6 minutes
From Email to Intake Form: A Step-by-Step Guide6 minutes

5 assignmentsTotal 90 minutes

The Market Research Initiation Kit30 minutes
Hands-On Learning: Case Study: From Business Challenge to Presentation Plan20 minutes
Knowledge Check: Matching Purposes to Problems10 minutes
Hands-On Learning: Practice Run: Draft a Research Intake Form20 minutes
Knowledge Check: Validating Your Intake Form10 minutes

This module prepares aspiring researchers and analysts to design effective research projects. You will learn to convert vague business problems into specific, measurable research objectives and select appropriate methodologies. Using case studies from Coca-Cola and Airbnb, you will master structured interview techniques and define SMART objectives. The module teaches you to conduct cost-benefit analyses of methods like surveys and interviews to justify your choices. Through hands-on activities, including mock interviews with an AI coach, you will build a portfolio-ready research brief, ensuring your projects are actionable and aligned with strategic business goals.

What's included

4 videos4 readings5 assignments

4 videosTotal 29 minutes

The "New Coke" Fiasco: Why Objectives Matter Most?7 minutes
How to Define and Draft SMART Objectives?9 minutes
How Airbnb Found Its "Game-Changing" Insight?6 minutes
How to Analyze and Recommend Research Methods?8 minutes

4 readingsTotal 20 minutes

The Art of the Ask: A Guide to Structured Interviews5 minutes
Documenting for Clarity: The Research Brief5 minutes
A Map of Methods: From Surveys to Ethnography5 minutes
Framework for Advancement: Aligning Methods to Your Career5 minutes

5 assignmentsTotal 90 minutes

The Complete Research Brief30 minutes
Hands-On Learning: Clarifying Ambiguous Business Requests via Email 20 minutes
Knowledge Check: Principles of Objective Setting10 minutes
Hands-On Learning: Recommending a Method for a New App Launch20 minutes
Knowledge Check: Methodological Trade-Offs10 minutes

This module provides a hands-on foundation in strategic marketing, focusing on the 4Ps and SWOT analysis. You will learn to deconstruct a company's go-to-market strategy by classifying tactics into Product, Price, Place, and Promotion. Through case studies on companies like Netflix and Tesla, this module teaches you to conduct a comprehensive SWOT analysis, organizing internal strengths against external opportunities. You will develop the analytical thinking required to translate raw data into a structured strategic overview, identify competitive vulnerabilities, and formulate actionable recommendations, a critical skill for any aspiring market analyst or business strategist.

What's included

5 videos2 readings5 assignments

5 videosTotal 33 minutes

Deconstructing Coca-Cola's Global Strategy8 minutes
Spot the P: Real-World Marketing Tactics7 minutes
How to Classify Any Tactic?5 minutes
How Netflix Navigates the Streaming Wars?7 minutes
Building a SWOT Step by Step with Tesla7 minutes

2 readingsTotal 10 minutes

The 4Ps: Product, Price, Place, and Promotion5 minutes
The SWOT Matrix: Internal vs. External Factors5 minutes

5 assignmentsTotal 80 minutes

Competitor Analysis Brief30 minutes
Hands-On Learning: The 4Ps Sorting Challenge15 minutes
Knowledge Check: 4Ps Concepts10 minutes
Hands-On Learning: Drafting a Competitor SWOT15 minutes
Knowledge Check: SWOT Concepts10 minutes

This module equips aspiring business analysts and marketers to build compelling, data-backed business cases. You will learn to apply the Ansoff Matrix to systematically map growth opportunities, from market penetration to diversification. This module teaches you not only how to build a growth strategy but also how to quantify its potential revenue impact. You will then learn to conduct a thorough postmortem campaign analysis, evaluating actual ROI against target KPIs, diagnosing variance, and formulating clear, actionable recommendations for future optimization.