Course Description

Customer research is a vital tool for any social organisation operating in a competitive market - for customers, clients, donors or staff. It provides a fact-base for the design of services, marketing and other business decisions. This course helps you lead qualitative research programs aimed at better understanding the needs and preferences of your customers.

In this short course, learn how to -

  • follow the 7 steps of market research to design research that adds value to the organisation
  • choose the right research method for needs-based research
  • identify the kinds of information you need to make important organisation and marketing decisions
  • plan a program of connected research activities
  • ensure research aligns around the marketing and strategic goals
  • specify recruitment categories to recruit the right participant mix
  • uncover and identify insights from your research that can shift your marketing and service design

Included resources -

  • 35 minutes of video instruction
  • Checklist to help you work through your research study design
  • Easy-to-use templates in editable Microsoft Powerpoint so you can design and run your own research program:


Sample Templates Previews

Note: this course provides an introduction to research design and techniques with a focus on understanding the unmet needs of customers. It does not cover quantitative or statistical research methods.

YouLead Founder

Dale Renner

Dale is a strategy and innovation consultant with 17 years Australian and international experience working for leading organisations in a wide range of industries including health, education, energy, wine, financial services, government and the social sector. He advises senior management in social sector and not-for-profit organisations. His passion is to drive more innovation to social problems through empowering social organisations with the latest innovation tools, capabilities and strategies.He is Director of YouLead and Iconic Consulting - with a focus on social sector organisations. Dale is a former Board member of VCOSS and Hagar Australia, and Co-Lead of Unreasonable Lab Australia. He holds degrees in Law and Economics. Contact Instructor: LinkedIn | Email | Twitter | Website

Course curriculum

  • 1

    7 Steps of Market Research

    • 1 Knowing what people want

    • 2 Seven step process of market research

    • 3 Creating customer profiles

    • Course template workbook for downloading
  • 2

    Research methods for understanding need

    • 4 Research methods: talking with customers

    • 5 Observational research 'ethnographic' research
  • 3

    Gaining insight

    • 6 Insights - the holy grail

    • 7 steps of market research: checklist

  • $45.00

    $45.00Full Innovation Program for Non Profits

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