Consumer Behavior & Market Research is a structured track of 11 lessons that build a complete, interview-ready understanding of the topic. Work through them in order, then use the quiz and flashcards in each lesson to revise.
What this course covers
- The Consumer Decision-Making Journey, Explained with Examples - The consumer decision journey, stage by stage, with real examples.
- The Psychology of Buying: Motivation, Perception & Attitudes - Why consumers buy: motivation, perception and attitudes.
- Cultural, Social & Personal Influences on Consumer Behavior - Cultural, social and personal influences on buying behavior.
- Behavioral Economics for Marketers: Biases, Nudges & Choice Architecture - Loss aversion, anchoring, social proof - the biases behind buying, and how brands use them.
- B2C vs B2B Buying Behavior - Key Differences That Matter - B2C vs B2B buying - the differences that change your answer.
- The Digital Consumer Journey: ZMOT, the Messy Middle & Social Commerce - How digital rewired the journey: ZMOT, Google's messy middle and social commerce.
- Market Research Fundamentals: Primary vs Secondary, Qual vs Quant - Research fundamentals: primary vs secondary, qual vs quant.
- Research Methods: Surveys, Sampling, Interviews & Focus Groups - Surveys, sampling, interviews and focus groups - done right.
- From Data to Insight: Personas & Jobs-to-be-Done (JTBD) - From data to insight: personas and Jobs-to-be-Done.
- Consumer Insight in the Age of Data & AI - AI-era insight: social listening, clickstream, synthetic respondents.
- Case Study: How a Leading Brand Turned Insight into Growth - Case study: how a leading brand turned insight into growth.