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Market Research: Consumer Behavior and Analytics

Turn consumer data insights into actionable outcomes with the Product Marketing: Research, Consumer Behavior and Analytics online short course. Over six weeks online, gain an understanding of the consumer behavior and expectations, using what you learn to improve your decision-making in business. Investigate consumer buying habits to discover the underlying motivations that influence a customer’s relationship with a brand, and use your findings to personalize the consumer journey. Finally, using practical tools and techniques, you'll create a successful product strategy that drives business growth.

Who Should Attend

If you are in a marketing or market research role, or looking at a career shift into one, this course will provide you with an outlet to enhance and update your skills for the modern digital marketing environment. Analysts, strategists and consultants will gain exposure to consumer data, facilitating a switch to the product marketing space. At the same time, executives and small business owners will have the opportunity to improve their ability to understand and ultimately reach consumers through an informed product strategy.

Key Benefits

  • Gain the skills to apply practical market research tools and techniques to integrate customer, business and market information for driving data-led decisions in your organization.
  • Develop your ability to leverage behavioral insights and analytics for effective customer relationship management and long-term growth.
  • Build the confidence to identify — and act on — opportunities and emerging trends to sharpen your competitive edge.
  • Learn how digital technologies can help your business predict the future wants and needs of your customers.

Course Content

  • Module 1: The Importance of Market Research in Achieving Business Goals
  • Module 2: Market Intelligence and Consumer Insights
  • Module 3: Using Research Design to Transform Insight Into Action
  • Module 4: From Behavioral Insights to Long-Term Value
  • Module 5: The Learning Organization — Anticipating Your Customer’s Future
  • Module 6: Consumer Insights and Analytics

Academic Director

Headshot of Vijay Viswanathan






Vijay Viswanathan
Hamad Bin Khalifa Al-Thani Professor of Integrated Marketing Communications and Associate Dean of IMC
Northwestern University Medill School

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