• Number of lessons: 8
  • Time to complete: 60–90 minutes
  • Topic: Marketing Strategy
  • Contributors: Sean Campbell, Tom Webster
  • This course is part of your PRO subscription.


Market research can be overwhelming. Whether you're conducting it directly with focus groups or sifting through existing internal or third-party data, it's to find answers—even if you know what you're looking for. Where do you find the good stuff? What do you do with all the data you've gathered? How do you make sense of it? And how do you put it to work for you?

In this soup-to-nuts e-learning course, you'll learn the fundamentals of market research, how to apply it to your marketing strategy, plans, and programs, and which key frameworks can help you turn your data into actionable insights.


  • 1 Define how to gather research based on your needs and where to start
  • 2 Make sense of the research you've gathered and the process of turning that data into actionable insights
  • 3 Describe how to use research insights to refine your strategy and inform your marketing plan
  • 4 Use SWOT (strengths, weaknesses, opportunities, and threats) and TOWS (threats, opportunities, weaknesses, strengths) to pinpoint internal and external factors
  • 5 Explain Porter's Five Forces
  • 6 Determine business priorities using your research and the Boston Consulting Group (BCG) Matrix


  • Introduction to Market Research

    This lesson provides a general overview of the major areas from which to collect research, including lesser-known venues. You'll learn where to focus on gathering research based on your needs and where to start when it is time to dive in and make sense of it all.

  • Get the Most Out of Your Market Research Agency

    Are you getting good quality market research and insights from your market research agency? In this lesson, you'll gain a better understanding of the market research agency side of the business, as it covers how to manage the agency relationship, the red flags you need to be aware of, and how to encourage better work if the agency gets off track.

  • Turn Data into Business Insights

    This lesson explains why frameworks are needed to see the information "hiding" in the data. Learn how to dive into large amounts of data and surface with insights to help your company.

  • Avoid Internal and External Risks With Strong Data

    This lesson offers a practical explanation and tips on how to use two complementary research insight tools—SWOT (strengths, weaknesses, opportunities, and threats) and TOWS (threats, opportunities, weaknesses, strengths)—to pinpoint internal and external factors to be aware of in your business environment that may have an impact on newly collected research.

  • Form Your Company Strategy From Data Insights

    So now you have the insights, but how do you develop a strategy that aligns with your company's goals? This lesson shows you how to map the data, the priorities, and the insights you've learned and use them to support the goals your C-suite has outlined for the company.

  • Learn Porter's Five Forces to Stay Ahead of Your Competitors

    This lesson offers a practical explanation and tips on how to develop a business strategy from data insights. We'll discuss how Porter's five forces determine competitive power in a business situation and show you how to apply them to your business strategy.

  • Use the BCG Matrix to Determine Business Priorities

    These days, everything is urgent and important, and every competitive advantage must be exploited. This lesson shows you how and when to use the Boston Consulting Group (BCG) matrix to determine the priorities given to a portfolio of products as well as how to filter out the noise and develop the clarity to focus on your company's key business priorities.

  • Practice Scenarios to Avoid Future Threats

    Strategy can look good on paper, but what about in the real world? This lesson shows you how to fit your proposed strategies into practical business scenarios to best plan for the future without spending a lot of time or money. With an explanation of the theory supported by two case studies, you'll learn how to successfully implement this effective skill into your own company.

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