Marketing and Consumer Research

Marketing and
Consumer Research

Video Training

Conducting ongoing marketing and consumer research is important for any business that wants to offer products and services that are well targeted and maintain a competitive edge. With this Learning Path, you’ll acquire the skills to identify potential customers, understand current customers, set realistic targets, develop effective strategies for growing your business, and more.

Below are the video training courses included in this Learning Path.


Leveraging Surveys

Presented by Francois Christen 2 hours 26 minutes

A well-designed, well-presented survey is one of the most reliable tools for discovering what customers think about your product. However, “well-designed” and “well-presented” surveys are not easy to achieve. In this step of your Learning Path, you’ll get a thorough understanding of the science of surveys as you learn how to create effective survey questions, engage your audience to maximize response rates, and interpret the results accurately.


Using Storytelling to Effectively Communicate Data

Presented by Michael Freeman 1 hour 30 minutes

This course will teach you how to use visual storytelling to present complex ideas. You’ll learn how to create a story structure to introduce graphic components that entice and engage your audience. You’ll also learn how to humanize content and personalize stories. And finally, you’ll explore implementation, such as tool selection, using slide decks and Google charts, and web platforms.


A/B Testing, A Data Science Perspective

Presented by Lisa Qian 1 hour 16 minutes

Deciding whether or not to launch a new product or feature is a resource management bet for any Internet business. Conducting rigorous online A/B tests flattens the risk. In this step of your Learning Path, instructor and data scientist Lisa Qian draws on her experience at Airbnb to present a practical, ten-step guide to designing and executing statistically sound A/B tests.