University of California, Davis
Research Report: Delivering Insights
University of California, Davis

Research Report: Delivering Insights

This course is part of Market Research Specialization

Taught in English

Some content may not be translated

Robin Boyar
Ashwin Aravindakshan, PhD

Instructors: Robin Boyar

17,641 already enrolled

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Course

Gain insight into a topic and learn the fundamentals

4.6

(166 reviews)

Intermediate level

Recommended experience

15 hours (approximately)
Flexible schedule
Learn at your own pace

What you'll learn

  • Synthesize research findings and develop insights

  • Assess the changing roles of digital and traditional advertising

  • Apply storytelling strategies in presentations

  • Demonstrate effective presentation skills and deliver insights

Details to know

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Assessments

4 quizzes

Course

Gain insight into a topic and learn the fundamentals

4.6

(166 reviews)

Intermediate level

Recommended experience

15 hours (approximately)
Flexible schedule
Learn at your own pace

See how employees at top companies are mastering in-demand skills

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Build your subject-matter expertise

This course is part of the Market Research 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
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There are 4 modules in this course

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.

What's included

15 videos7 readings1 quiz1 discussion prompt

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.

What's included

6 videos6 readings1 quiz1 discussion prompt

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.

What's included

7 videos6 readings1 quiz1 discussion prompt

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?

What's included

14 videos4 readings1 quiz1 peer review1 discussion prompt

Instructors

Instructor ratings
4.6 (23 ratings)
Robin Boyar
University of California, Davis
1 Course17,641 learners

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4.6

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