Market Research and Product Development
Use market research to understand customers and develop products they want.
- 5 days
- Classroom · Live virtual · In-house
- Afriskora Certificate of Completion
Course overview
This course covers research design, qualitative and quantitative methods, surveys, data analysis, customer insight, and the product development process from idea screening and prototyping to launch, with practical exercises.
Who should attend
- Marketing and product managers
- Research and insight staff
- Entrepreneurs
- Business development teams
What you will be able to do
- Design market research projects
- Use qualitative and quantitative methods
- Analyse research data
- Turn insights into product ideas
- Manage product development to launch
Course outline
Day 1Research design
- • Research objectives
- • Secondary research
- • Sampling
- • Ethics and POPIA
Day 2Methods
- • Interviews and focus groups
- • Survey design
- • Online and mobile surveys
- • Observation
Day 3Analysis and insight
- • Data analysis
- • Segmentation
- • Customer insight
- • Reporting
Day 4Product development
- • Idea generation and screening
- • Concept testing
- • Prototyping
- • Business cases
Day 5Launch
- • Pricing
- • Go-to-market planning
- • Launch metrics
- • Product plan
Frequently asked questions
How long is the Market Research and Product Development course?
The course runs for 5 days. Daily start and finish times are confirmed in your joining instructions. Live virtual sessions cover the same programme.
Do I receive a certificate?
Yes. Every participant who completes the course receives an Afriskora Certificate of Completion with a unique code that employers can verify online.
Can this course be delivered in-house for our team?
Yes. We can run it at your premises or online for your team, on dates that suit you, and adapt examples and case studies to your sector.
How do I book and pay?
Request dates and we'll send available sessions and a quote. Bookings are confirmed by invoice and paid by EFT. South African clients can include the course in their Workplace Skills Plan.
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