🎯 Course Overview:
Understanding customer needs and competitive dynamics is at the heart of effective marketing and sales. This course introduces learners to customer and market research principles, equipping them with tools to gather, analyze, and apply data to make strategic business decisions. From primary and secondary research methods to segmentation, buyer personas, and competitive landscape analysis, participants will learn how to translate insights into action. The course culminates in mapping the customer journey to improve engagement and drive growth.
✅ Course Objectives:
- Explain the role of customer and market research in business strategy and product development.
- Differentiate between primary and secondary research methods and when to apply them.
- Design and implement basic customer surveys, focus groups, and interviews.
- Analyze data using demographic, geographic, psychographic, and behavioral frameworks.
- Define and segment a target market to improve message precision and product alignment.
- Conduct a competitive landscape analysis to assess brand positioning.
- Create realistic buyer personas based on research insights.
- Map customer journeys and identify touchpoints for service and experience improvement.
📌 Learning Outcomes:
By the end of this course, participants will be able to:
- Identify key customer traits and behaviors through structured research techniques.
- Select and apply appropriate research methods for specific business questions.
- Segment a target audience using data-driven strategies for effective marketing.
- Build and utilize customer personas to improve product development and engagement.
- Evaluate the competition and derive actionable insights for brand differentiation.
- Design customer journey maps to visualize and enhance the customer experience across touchpoints.
