A practical, step-by-step guide to market research for product managers. Covers TAM/SAM/SOM calculations, SWOT analysis, competitive analysis with Blue Ocean Strategy, and customer research.
8 units · Self-paced · 1 year access · Certificate included
Course Curriculum
1What is Market Research?
VideoIntroduction to Market Research5:03
ReadingCourse Glossary
ActivityFurther Reading & Activities
QuizUnit 1 Quiz
2Designing Your Research Approach
VideoHow to Design Your Market Research5:21
ReadingDesigning Research with Business Case Arguments
ActivityFurther Reading & Activities
QuizUnit 2 Quiz
3Assessing Your Market
VideoHow to Size a Market — Part 14:41
VideoHow to Size a Market — Part 26:25
ReadingCalculating TAM, SAM, and SOM
ActivityFurther Reading & Activities
QuizUnit 3 Quiz
4SWOT Analysis
VideoHow to Conduct a SWOT Analysis5:44
ReadingIdentifying & Analysing Your SWOT
ActivityFurther Reading & Activities
QuizUnit 4 Quiz
5Competitive Analysis
VideoHow to Conduct a Competitive Analysis — Part 15:05
VideoHow to Conduct a Competitive Analysis — Part 24:56
ReadingApproaching Competition with Blue Ocean Strategy
ActivityFurther Reading & Activities
QuizUnit 5 Quiz
6Customer Research
VideoHow to Learn from Customers6:28
ReadingMarket Research Question Bank
ActivityFurther Reading & Activities
QuizUnit 6 Quiz
7Packaging Your Analysis
VideoHow to Make a Business Case with Market Research4:56
ReadingMap Out Your Business Case
ActivityFurther Reading & Activities
QuizUnit 7 Quiz
8Putting it All Together
ReadingMarket Research 101 Roundup