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Consumer insight and research

Introduction to Consumer and Market Understanding

How Consumers Make Buying Decisions

Market Research: Questions, Methods and Evidence

Create Useful Customer Personas

Consumer and Research Checkpoint

Segmentation, targeting and positioning

Segment Markets into Meaningful Groups

Evaluate Segments and Select a Target Market

Positioning and the Value Proposition

STP Case Study and Assessment

Understanding Consumers Final Quiz

Video Lesson: Segmentation, Targeting and Positioning

A practical introduction to consumer decision-making, market research, customer personas, segmentation, targeting and positioning.

Learn how market research, consumer behaviour and segmentation help organisations choose customers, shape positioning and make better marketing decisions.

Understanding Consumers and Markets

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