Emerging Methods and the Future of Market Research

About this course

Learning objectives

After completing this course you should be able to:

1. Describe how advances in technology are changing how people live and work.
2. Review how social media is impacting both marketing and market research.
3. Explain how the shift of power to consumers is radically altering the information that businesses need for their companies to be successful.
4. Describe the new research opportunities and attendant challenges with the use of mobile devices.
5. Summarize how the market researcher’s approach to measurement is changing from a focus on attitudes, opinions, and intentions to measuring and understanding behavior.
6. Discuss the increasing use of automation and artificial intelligence, noting their potential advantages and disadvantages.
7. Describe how do-it-yourself (DIY) research tools have created new challenges and opportunities for market researchers.
8. Describe a number of new methodologies, distinguishing between those that already are or are likely to soon be mainstream versus those that are still niche.
9. Describe ways to help clients understand and manage the risks inherent in “hot” new technologies and methods.
10. Give examples of how technology continues to impact sampling.
11. Discuss the pros and cons of surveys as a source of insight.
12. Explain the advantages and disadvantages of conducting in-person qualitative research versus digital qualitative approaches.
13. Discuss how the explosion of new research methods and data sources is mandating the use of multiple methods and a need for synthesis.
14. Explain how the scope and roles of market research are changing and expanding. Discuss the impact on research professionals from both the client and research agency perspectives.

Who should attend?

• Entry-level researchers looking for a general understanding of the latest trends in the Market Research industry.
• Mid-level staff seeking to determine which emerging methodologies and new research approaches they could benefit from using.
• Experienced researchers looking to catch up with the latest developments.
• Corporations seeking professional development options for their internal training portfolio.
• Suppliers of research seeking courses for new-employee onboarding.
• Researchers who lead or contribute to project design.
• Analysts seeking to understand the pros and cons of new research methods and technologies.
• Client-side researchers responsible for writing RFPs and evaluating proposals.

Continuing Education Information

Students successfully completing graded components earn a Digital Badge (Opens in a new window) and 1.2 University of Georgia Continuing Education Unit (Opens in a new window) (CEU) from The University of Georgia.

As a graduate of the course you will be recognized by industry associations, employers, peer groups and other professionals as understanding how to translate your research findings into reports and presentations that grab your audience’s attention, address the business decision your client needs to make, and offer sound and useful recommendations. This recognition will help you advance in your company and the industry.

CAIP Canada (Opens in a new window) also recommends the course for candidates looking to fill in the gaps or gain a refresher in specific areas.