Who is this program for?

<text variant="body1">This specialization is designed for aspiring business analysts, market researchers, and professionals who are new to secondary research. It is ideal for career changers, recent graduates, or anyone preparing for entry-level roles in market research or business analysis.

How is this different from a traditional market research course?

This specialization teaches market research using AI-powered workflows in Perplexity, accelerating how you gather, validate, and synthesize secondary sources. You will learn the same analytical frameworks used in professional research, applied through modern AI tools that reflect how research is increasingly conducted today.

What will I get if I subscribe to this Specialization?

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

Is financial aid available?

Yes. In select learning programs, you can apply for financial aid or a scholarship if you can’t afford the enrollment fee. If fin aid or scholarship is available for your learning program selection, you’ll find a link to apply on the description page.

Insights, Opportunities and Communication

This course is part of Secondary Market Research and Analysis with Perplexity Specialization

Instructor: Perplexity Coursera

Included with Learn more

6 modules

Gain insight into a topic and learn the fundamentals.

Beginner level

Recommended experience

7 hours to complete

Flexible schedule

Learn at your own pace

6 modules

Gain insight into a topic and learn the fundamentals.

Beginner level

Recommended experience

7 hours to complete

Flexible schedule

Learn at your own pace

What you'll learn

Interpret consumer behavior patterns and sentiment signals from secondary research evidence.
Extract, prioritize, and convert research insights into actionable recommendation-ready statements .
Map market opportunities by combining evidence on unmet needs, competitor gaps, and market momentum.
Present research findings clearly to stakeholders with appropriate context, caveats, and visuals.

Details to know

Shareable certificate

Add to your LinkedIn profile

Assessments

22 assignments¹

AI Graded see disclaimer

Taught in English

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Learn more about Coursera for Business

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Build your subject-matter expertise

This course is part of the Secondary Market Research and Analysis with Perplexity Specialization

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

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 6 modules in this course

Transform your research analysis into business impact. You will learn to interpret consumer behavior signals, extract and prioritize actionable insights, identify market opportunities, and communicate your findings to stakeholders through clear writing and compelling presentations. You will produce a stakeholder-ready insights package that includes an opportunity map and executive presentation.

Who this is for: Learners who have experience gathering and analyzing secondary market data) and want to develop skills in insight extraction, opportunity identification, and stakeholder communication. Ideal for those preparing to deliver research outputs in professional settings. By the end of this course, you will be able to: Interpret consumer behavior patterns and sentiment from secondary research evidence. Extract, prioritize, and convert research insights into actionable recommendations. Map market opportunities using structured frameworks and cited secondary evidence. Present your research findings clearly to stakeholders with appropriate context and caveats.

Learn to surface consumer voice from reviews, forums, and social discussions through Perplexity, then code findings into four insight categories: needs, motivations, pain points, and recurring themes.

What's included

6 readings4 assignments

6 readingsTotal 34 minutes

Querying Perplexity for Consumer Discussions3 minutes
Extract and Code Consumer Themes from Perplexity Outputs5 minutes
Hands-on Activity: Identify Consumer Themes for Personal Finance Apps15 minutes
From Themes to Actionable Recommendations2 minutes
From Sentiment Patterns to Recommendations4 minutes
Analyze Drivers and Write a Consumer Insights Summary5 minutes

4 assignmentsTotal 50 minutes

Graded Quiz: Interpret Consumer Behavior Trends10 minutes
Knowledge Check: Identify Needs and Themes5 minutes
Hands-on Activity: Produce Consumer Insights for the Home Office Furniture Market30 minutes
Knowledge Check: Analyze Drivers and Summarize Patterns5 minutes

Learners distill source-backed takeaways from Perplexity outputs into discrete insights and organize them into a decision-oriented view of the business question.

What's included

5 readings4 assignments

5 readingsTotal 19 minutes

The Insight Extraction Worksheet3 minutes
Extract Insights from a Research Synthesis5 minutes
Not All Insights Are Equal2 minutes
Writing Recommendation-Ready Statements4 minutes
Prioritize Insights and Draft a Recommendation Section5 minutes

4 assignmentsTotal 40 minutes

Graded Quiz: Extract Actionable Insights10 minutes
Knowledge Check: Distill and Organize Insights5 minutes
Hands-on Activity: Prioritize and Recommend for the Wellness Tourism Market20 minutes
Knowledge Check: Prioritize and Convert to Recommendations5 minutes

Learn to identify whitespace opportunities by combining evidence on unmet customer needs, competitor weaknesses, market segments, and market momentum in a simple opportunity map.

What's included

6 readings4 assignments

6 readingsTotal 33 minutes

Whitespace Mapping Techniques3 minutes
Identify Whitespace Using Combined Research Evidence5 minutes
Hands-on Activity: Map Whitespace in the Elderly Care Technology Market15 minutes
Why Visual Matrices Drive Strategy Decisions2 minutes
Building an Opportunity Matrix3 minutes
Evaluate Opportunities and Create an Opportunity Matrix5 minutes

4 assignmentsTotal 40 minutes

Graded Quiz: Map Market Opportunities10 minutes
Knowledge Check: Identify Whitespace5 minutes
Hands-on Activity: Create an Opportunity Matrix for the Remote Work Tools Market20 minutes
Knowledge Check: Evaluate and Visualize Opportunities5 minutes

Learners summarize Perplexity-based research findings in plain business language and document assumptions, source caveats, evidence strength, and uncertainty for non-technical stakeholders.

What's included

4 readings5 assignments

4 readingsTotal 17 minutes

Documenting Assumptions, Caveats, and Uncertainty4 minutes
Rewrite Research Findings for Stakeholders5 minutes
How Perplexity Computer Supports Deliverable Assembly3 minutes
Write an Executive Summary from Research Outputs5 minutes

5 assignmentsTotal 55 minutes

Graded Quiz: Communicate Research Findings Clearly10 minutes
Hands-on Activity: Rewrite Research for a VP Audience15 minutes
Knowledge Check: Write for Stakeholders5 minutes
Hands-on Activity: Write an Executive Summary for Sustainable Packaging Research20 minutes
Knowledge Check: Produce Executive Summaries5 minutes

Learners structure and design a research presentation using the 6-slide framework and slide design principles for stakeholder communication.

What's included

5 readings4 assignments

5 readingsTotal 19 minutes

Slide Design Principles for Research Presentations4 minutes
Design a 6-Slide Research Presentation5 minutes
The Difference Between Showing Slides and Delivering Insights2 minutes
Handling Questions and Managing Uncertainty3 minutes
Practice the Say-Show-Source Method5 minutes

4 assignmentsTotal 40 minutes

Graded Quiz: Present Research Findings Effectively10 minutes
Hands-on Activity: Design a Research Presentation on the Pet Tech Market20 minutes
Knowledge Check: Structure and Design5 minutes
Knowledge Check: Deliver with Evidence and Clarity5 minutes

Learners deliver an integrated stakeholder insights package for the functional tea market by combining consumer behavior analysis, insight extraction, opportunity mapping, executive communication, and presentation design into a portfolio-ready deliverable.

What's included

3 readings1 assignment

Earn a career certificate

Add this credential to your LinkedIn profile, resume, or CV. Share it on social media and in your performance review.

Instructor

Perplexity Coursera

Perplexity

7 Courses2 learners

Offered by

Perplexity

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Frequently asked questions

No prior market research, business analysis, or data experience is required. Basic computer literacy and the ability to read business content in English are the only prerequisites.

You will build foundational skills for entry-level roles, such as Market Research Analyst, Business Analyst, and Competitive Intelligence Analyst. You will graduate with a portfolio of three research deliverables, a research brief, an analysis report, and a stakeholder insights package that demonstrate your readiness for professional research roles.

You will primarily use Perplexity (free tier is sufficient for most exercises), Google Sheets, and Google Slides or equivalent spreadsheet and presentation tools. All tools are free and browser-based. No software installation is needed.

To access course materials, assignments, and earn a Certificate, you'll need to purchase the Certificate experience when you enroll in a course. Eligible learners may also have the option to start with a Free Trial. Some courses may also offer a Full Course, No Certificate option. This lets you access course materials, submit required assessments, and receive a final grade, but you won't be able to earn or purchase a Certificate.