Market Intelligence and Audience Insights

Effective product marketers rely on data-driven insights to identify opportunities, understand customers, and respond to market changes. In this course, learners will develop the research and analytical skills needed to interpret customer behavior, evaluate competitors, and support strategic product marketing decisions. Learners will conduct audience research using surveys and segmentation techniques to uncover customer insights and retention opportunities. The course also introduces competitive intelligence workflows, enabling learners to monitor competitor positioning, pricing changes, and market shifts using industry tools. In addition, learners will analyze pricing models and customer trends to understand how product positioning and pricing decisions influence market demand and business outcomes. By the end of this course, learners will be able to conduct market opportunity analyses, segment audiences using data, evaluate competitor strategies, and communicate actionable insights to internal stakeholders. Tools explored include Crayon, survey platforms such as Typeform and SurveyMonkey, Excel Pivot Tables and charts, and customer segmentation frameworks.