Research, Insights + Strategy Masterclass

At the core of every great strategy is a mountain of research. This Masterclass aims to turn you into a top-tier researcher who fears no insight! Understand the who, what, when, where, and why of your audience as we teach you to differentiate between facts and insights, research processes, identifying trends and much more.

$499.00

Out of stock

On-Demand Video Lessons

Self-paced, on-demand learning. Go at your own pace and pick it back up anytime, from anywhere. You buy this course and own it forever.

Hands-On Activities

Every course comes with a downloadable workbook where you can do hands-on exercises as you listen and learn. The workbook also doubles as your guide.

Multiple Digital Resources

These courses come with serious resources: cheat sheets, guides, templates, checklists, exercises, additional questions, and more!

Proven Techniques

Every single lesson packed into these courses comes from stress-tested environments. This isn't theory, baby! The techniques are proven.

Research, Insights + Strategy Masterclass

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Course Description:

A strategy without insights is just like throwing darts in the dark.

In this Masterclass, we’re going to spill the greatest secrets that have turned us into the market research experts that stand before you.

We’ll start you off with a crash course in digital ethnography, market research, and social listening. Using your new-found skills, you’ll then learn to glean data from your research.  Once you’ve collected your research, we’ll show you the importance of using them to map communities of interest and culture. Boom! Now you’ve done your research on your side, you’ll also learn competitive/industry research. We mean your real competition (both direct and indirect). Finally, we’ll teach you the most important part: turning your data into mind-blowing audience insights.

You could be just looking to get off on the right foot, or taking a step backward to assess where your marketing is being aimed – in any case, this super-dense Masterclass will make short work of transforming you into a digital ethnographer!

In short, you’ll be more equipped than ever to build a winning strategy.

Your Instructor:

Tara Hunt

Tara Hunt

Tara Hunt, CEO of Truly, has over 20 years of experience in market research and strategy on both client and agency side. She wrote one of the first books on how the social web is changing business, was named one of 2013's Entrepreneurial Women to Watch by Entrepreneur Magazine and one of the Most Influential Women in Technology in Fast Company. She has built an engaged and enthusiastic business audience online of over 345,000 followers, including a significant number of thought leaders. Tara combines a data-centric with a human-centric approach to building an audience, leaning heavily on insights into consumer patterns and behaviors while keeping an eye on online trends and changing expectations.

Take a sneak peek inside:

Lesson 1: Introduction to Digital Ethnography
Why research matters
What is digital ethnography?
Methodology
Dimensions of market research
Platform Analytics
Social Intelligence Tools
Social Listening
Search Tools
Surveys & Interviews
Consumer + Commercial Reports
Public data
Other tools

Lesson 2: Audience Research + Insights
The importance of narrowing your audience
Finding Your Best Customer
Jobs to be Done
Primary, secondary and support audiences
Asking the right questions
The dimensions of audience insights

Lesson 3: Exploring Culture + Community Mapping
What does culture have to do with it?
Communities of density
Community mapping
Geography + place
History + mythologies
Influences, people + movements
Language + symbolism
Customs + fashion
Ideologies, values + mores
Social institutions (political, religious, economic)
Relationships + roles

Lesson 4: Competitive Research
Identifying the real competition
Questions to ask about the competition
What NOT to do when analyzing the competition
Additional research resources for competitive research
Channel audits
Keyword analysis + website performance
Value proposition + positioning analysis
Audience analysis
Go-to-market analysis
Product offering + pricing
S.W.O.T. analysis

Lesson 5: World Trend + Industry Research
TBC

Lesson 6: Turning Research into Insights
How to pull all of this information together
Recognizing patterns and anomalies
Answering your earlier questions
How a strategy comes out of insights
How your learnings tie into a strategic plan

This course is perfect for you if:

  • You’re just starting out with digital marketing and want to get as much information about your audience before deciding on your brand
  • You’re looking to launch a brand, but want to make sure that you’re sending the right messaging to the right people
  • You seem to be doing all the right things with your existing content/brand and not getting results. You might be aiming at the wrong audience and may need to take things back to square one

When you’ve completed this course, you will be able to:

  • Conduct research that gets to the heart of what your customers care about, respond to, and desire
  • Understand the who, what, when, where, why of your best audience
  • Identify key communities, influences, and languages relating to your audience
  • Identify your true competition (both direct and indirect)
  • Bring all of the above data together and turning them into actionable insights for your brand

Lesson 1: Introduction to Digital Ethnography
Why research matters
What is digital ethnography?
Methodology
Dimensions of market research
Platform Analytics
Social Intelligence Tools
Social Listening
Search Tools
Surveys & Interviews
Consumer + Commercial Reports
Public data
Other tools

Lesson 2: Audience Research + Insights
The importance of narrowing your audience
Finding Your Best Customer
Jobs to be Done
Primary, secondary and support audiences
Asking the right questions
The dimensions of audience insights

Lesson 3: Exploring Culture + Community Mapping
What does culture have to do with it?
Communities of density
Community mapping
Geography + place
History + mythologies
Influences, people + movements
Language + symbolism
Customs + fashion
Ideologies, values + mores
Social institutions (political, religious, economic)
Relationships + roles

Lesson 4: Competitive Research
Identifying the real competition
Questions to ask about the competition
What NOT to do when analyzing the competition
Additional research resources for competitive research
Channel audits
Keyword analysis + website performance
Value proposition + positioning analysis
Audience analysis
Go-to-market analysis
Product offering + pricing
S.W.O.T. analysis

Lesson 5: World Trend + Industry Research
TBC

Lesson 6: Turning Research into Insights
How to pull all of this information together
Recognizing patterns and anomalies
Answering your earlier questions
How a strategy comes out of insights
How your learnings tie into a strategic plan

This course is perfect for you if:

  • You’re just starting out with digital marketing and want to get as much information about your audience before deciding on your brand
  • You’re looking to launch a brand, but want to make sure that you’re sending the right messaging to the right people
  • You seem to be doing all the right things with your existing content/brand and not getting results. You might be aiming at the wrong audience and may need to take things back to square one

When you’ve completed this course, you will be able to:

  • Conduct research that gets to the heart of what your customers care about, respond to, and desire
  • Understand the who, what, when, where, why of your best audience
  • Identify key communities, influences, and languages relating to your audience
  • Identify your true competition (both direct and indirect)
  • Bring all of the above data together and turning them into actionable insights for your brand

Additional information

Number of lessons included:

6

Number of activities included:

10