Market Research

Market Research

Learn to THINK like a product manager and level up your career.


Course Overview

In this course you will learn how to size your market, research what your competitors are doing, identify the major trends in your market, and learn how to pull this information together to make a business case. This is a critical step to not only building roadmaps, but making recommendations to executives on how to move forward.

What You Will Learn

1 What is Market Research?

  • Introduction to Market Research Preview
  • Course Glossary
  • Further Reading & Activities
  • Unit 1: Quiz for Understanding

2 Designing Your Research Approach

  • How to Design Your Market Research (5:21)
  • Designing Research with Business Case Arguments
  • Further Reading & Activities
  • Unit 2: Quiz for Understanding

3 Assessing Your Market

  • How to Size a Market - Part 1 (4:41)
  • How to Size a Market - Part 2 (6:25)
  • Calculating TAM, SAM, and SOM
  • Further Reading & Activities
  • Unit 3: Quiz for Understanding

4 SWOT Analysis

  • How to Conduct a SWOT Analysis (5:44)
  • Identifying & Analyzing Your SWOT
  • Further Reading & Activities
  • Unit 4: Quiz for Understanding

5 Competitive Analysis

  • How to Conduct a Competitive Analysis - Part 1 (5:05)
  • How to Conduct a Competitive Analysis - Part 2 (4:56)
  • Approaching Competition with Blue Ocean Strategy
  • Further Reading & Activities
  • Unit 5: Quiz for Understanding

6 Customer Research

  • How to Learn from Customers (6:28)
  • Market Research Question Bank
  • Further Reading & Activities
  • Unit 6: Quiz for Understanding

7 Packaging Your Analysis

  • How to Make a Business Case with Market Research (4:56)
  • Map Out Your Business Case
  • Further Reading & Activities
  • Unit 7: Quiz for Understanding

8 Putting it All Together

  • Market Research 101 Roundup


Product Management Foundations
Preview Course

Our celebrated origins course, created by working product managers to help you approach problems and collaborate with team members like a truly great PM. Expect short, fun videos and worksheets, free of unnecessary jargon or 101 basics.

Coming 2020

UX Fundamentals
Coming in 2020

Make UX core to your product skill set. We’ll show you how to work with UX designers, and how to identify areas of opportunity, create wireframes and interactive prototypes, and validate solutions with users when working solo.

Tech Fundamentals
Coming in 2020

Have you ever been overwhelmed by developer jargon? Or felt the pain of balancing priority with feasibility? This course will teach you the basics of common technology patterns and how to work with developers.

Coming in 2020

Find out how to effectively construct roadmaps and how to use them to your advantage. Create outcome-oriented roadmaps for your product, think critically about how to meet the needs of your audience, and build company-wide roadmaps to establish alignment within your organization.

Coming in 2020

As a product manager good metrics are key to improving your decision making. Discover how to effectively use metrics to monitor product health, guide product direction, and communicate your product’s status within your company.

User Research
Coming in 2020

Validate your qualitative data and dig deeper into the “why” behind your quantitative metrics. Learn to deliver evidence-based insights to inform the direction of your product and answer the question, “What do I do next?”

Product Strategy
Coming in 2020

Getting to a Product Strategy requires a synthesis of lots of information, including market research, user research, internal data and metrics, and financials. This course will show you how to craft a strong product strategy that will help you achieve your company’s vision and strategic intents.

We Wrote The Book!

We’ve helped countless enterprise and growth stage companies alike avoid the dreaded build trap and see exponential growth. Read about our approach in our new book.

Buy the Book

We Wrote The Book!

We’ve helped countless enterprise and growth stage companies alike avoid the dreaded build trap and see exponential growth. Read about our approach in our new book.

Buy the Book