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Essentials of Market Research

  • Beginner Level
  • 2 Hours to Complete

Learn the basics of market research

With clear principles, relevant examples and useful tips, this course will teach you:

The background and context of market research

What is modern market research, and how did we get here? What is the role of clients, agencies and software firms? What jobs do people do in market research?

The most important concepts and terminology

How do research projects work? What’s the difference between qualitative and quantitative approaches? What tools and methods are used for market research?

Practical uses of market research in different industries

What research questions do different organisations have? How do they answer these questions? What do they do with the results of their market research?

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


Mike Stevens

Consultant at What Next Strategy & Founder, Insight Platforms

Mike has over 20 years’ research experience in an eclectic mix of disciplines, categories and locations.

He has moderated focus groups with billionaires in Dubai, interviewed engineers in Swedish paper mills and co-created ice cream flavours with vegans. He’s also led global brand tracking, segmentation, customer experience and innovation projects for clients like Vodafone, Reckitt, American Express and Unilever.

His courses combine practical knowledge, useful tips and a strong focus on the basics. You’ll get jargon-free explanation; clear visualisation of important concepts; and relevant case studies to bring your learning to life.

Who this course is for

Insights & Research Teams

Get your new joiners up to speed rapidly with the fundamental principles and tools of market research

Market & Brand Teams

Marketing & Brand Teams

Learn the basic principles of consumer insights for strategy, communications and innovation

Research Tech

Research Tech Companies

Give your Product, Marketing, Sales or Customer Success teams a foundation of research understanding

Research Agency

Agencies & Consultancies

Create a foundation for your entry level people to understand the context, methods and language of research



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 contact us using the form below with your request and we will provide a bulk enrolment quote.

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

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