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Essentials of Advertising Research

  • Beginner Level
  • 2 Hours to Complete

Learn the basics of advertising research

This beginner’s course provides a solid foundation of the concepts, methods, and applications of advertising research.

By the end of the course, students will understand the principles of advertising, the process and techniques of advertising research, different approaches for different types of adverts and how to apply them in real-world situations.

The evolution and current context of advertising

Advertising history

Benefits of advertising for brands

Professional roles in advertising research

The most used terms and concepts in advertising and ad research

Types of ads and advertising research

How to evaluate the quality and effectiveness of advertising

Benchmarks in advertising research

The most used methodologies and their outputs

Case studies of research for different types of advertising

Examples of ad testing methods for online and offline media

The most important metrics

Applying advertising test results to improve performance

This course is for anyone new to advertising research who wants a practical introduction the industry, its methods and core concepts


Cynthia Portugal

Founder at Cy Portugal Consulting & Growth Director at Insight Platforms

Cynthia has worked extensively on market research projects in a 20-year career with Unilever, Jacobs Douwe Egberts, Ernst & Young and agencies like GfK and Kantar in Europe and Latin America.

She has designed, managed and analysed hundreds of advertising research projects in her career!

She helped understanding ad scenes to spike interest, developed ways to find out why some ads simply don’t work as they should, experimented with different methodologies to improve ad persuasion, and guided media plans to get the most of them with the right cost.

Based in São Paulo, Brazil, her consultancy helps organisations to develop research skills and build consumer-centric strategies. Cynthia is also a core member of the Insight Platforms team, responsible for content creation, social media and virtual events.

Who this course is for

Insights & Research Teams

Get your team up to speed in the main ways to evaluate the quality and effectiveness of advertising.

Market u0026 Brand Teams

Marketing & Brand Teams

Learn the basic principles of consumer insights for creating, developing and tracking the performance of your campaigns.

Research Tech

Research Tech Companies

Give your Product, Marketing, Sales or Customer Success teams a foundation of advertising focused research.

Research Agency

Agencies & Consultancies

Create a foundation for your entry level people to understand the context, methods and language of advertsing research and its benefits to ad quality.



12 months’ course access from date of enrolment

Individual Enrolment

Standard course price £99

Buy and take this course yourself

Multiple / Team Enrolment

Savings of 20% – 33%

Buy multiple courses

Buy on behalf of team members

Frequently Asked Questions

You will have 12 months to complete the course from the time you enrol.

Please visit the teams page for details of bulk / team enrolments.

Yes, you will receive your certificate on completion of the course.

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