Duration 3 days – 21 hrs
Overview
This training course is designed to equip professionals with essential knowledge and practical skills in conducting effective market research and performing market analysis. Participants will learn how to gather, analyze, and interpret market data to support strategic business decisions. The course covers research methodologies, data collection tools, competitor and consumer analysis, market segmentation, and reporting insights that align with organizational goals. This hands-on training ensures that learners can apply market research techniques in real-world scenarios.
Objectives
- Understand the role and value of market research in business strategy
- Design effective research plans using qualitative and quantitative methods
- Collect primary and secondary data using appropriate tools and techniques
- Analyze market trends, customer behavior, and competitor positioning
- Apply segmentation, targeting, and positioning (STP) frameworks
- Present research findings clearly to support marketing and business decisions
Target Audience
- Marketing and Brand Managers
- Business Development and Strategy Teams
- Product Managers and Market Analysts
- Sales and Customer Insights Teams
- Entrepreneurs and Start-up Founders
- Anyone involved in market research, business planning, or customer analysis
Prerequisites
- Basic understanding of marketing concepts
- Familiarity with Excel or data tools is helpful but not required
- No prior experience in market research is necessary
Course Content
Module 1: Introduction to Market Research
- What is market research?
- Types: exploratory, descriptive, and causal
- Primary vs. secondary research
- The role of research in marketing and business planning
Module 2: Designing a Research Plan
- Defining research problems and objectives
- Selecting research design and methodology
- Sampling techniques and sample size considerations
- Ethics in market research
Module 3: Data Collection Methods
- Qualitative methods: interviews, focus groups, observations
- Quantitative methods: surveys, questionnaires, online polls
- Desk research: using existing data and public sources
- Digital tools for data collection (e.g., Google Forms, SurveyMonkey)
Module 4: Market and Consumer Analysis
- Understanding market dynamics and industry structure
- Analyzing customer segments and buyer behavior
- Competitor analysis and benchmarking
- SWOT and PESTLE analysis frameworks
Module 5: Data Analysis and Interpretation
- Organizing and cleaning raw data
- Descriptive and inferential statistics overview
- Using Excel or simple BI tools for market analysis
- Identifying trends, gaps, and opportunities
Module 6: Market Segmentation and Targeting
- STP Framework: Segmentation, Targeting, Positioning
- Segment profiling techniques
- Choosing the right target market
- Case study: Segmentation strategy of a real brand
Module 7: Presenting and Reporting Insights
- Structuring research reports and presentations
- Visualizing data with charts, graphs, and dashboards
- Communicating insights to different audiences
- Making actionable recommendations
Module 8: Final Workshop and Case Study
- Group activity: Conduct a mini market research project
- Present findings, insights, and strategic recommendations
- Feedback and wrap-up discussion
