# Market Research and Product Development

> Use market research to understand customers and develop products they want.

- **Provider:** Afriskora Training Solutions
- **Category:** Sales, Marketing & Customer Service
- **Duration:** 5 days
- **Formats:** classroom (cities across Africa), live virtual (Zoom/Teams), in-house for teams
- **Certificate:** Afriskora Certificate of Completion, verifiable online
- **Booking:** request dates and a quote; invoice and EFT payment
- **Web page:** https://afriskora.co.za/courses/sales-marketing-customer-service/market-research-product-development
- **Request dates:** https://afriskora.co.za/request-training?course=market-research-product-development

## 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

## Learning outcomes

- 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 1: Research design

- Research objectives
- Secondary research
- Sampling
- Ethics and POPIA

### Day 2: Methods

- Interviews and focus groups
- Survey design
- Online and mobile surveys
- Observation

### Day 3: Analysis and insight

- Data analysis
- Segmentation
- Customer insight
- Reporting

### Day 4: Product development

- Idea generation and screening
- Concept testing
- Prototyping
- Business cases

### Day 5: Launch

- Pricing
- Go-to-market planning
- Launch metrics
- Product plan