Excel: Market Research Strategies

Course details

Curious about how to leverage the remarkable versatility of Excel as a marketing professional? This course shows you how. Join instructor Michael McDonald as he demonstrates how to use Excel in your marketing analytics workflow, explaining how to determine everything from what price a product can be sold for to what type of advertising is catching the attention of users. Discover the essentials of product demand, pricing strategies, and market segmentation research, before turning to more advanced market research techniques such as regressions and demand forecasting models. Through practical examples, Michael shows you how to analyze data using powerful tools like PivotTables. An ideal fit for marketing professionals, consultants, and business and data analysts, this course also explores real-world applications of leveraging pricing strategies during inflation and AI-powered tools in Excel to conduct market research.

Learning objectives
Define basic market research terms such as demand, price elasticity, and customer segmentation.
Explain the relationship between product demand, pricing strategies, and profitability.
Use Excel tools such as PivotTables and regressions to analyze customer data and forecast sales.
Evaluate demand forecasting models using historical and real-time data to make data-driven marketing decisions.
Develop custom Excel models for predicting market trends and optimizing product pricing strategies in real-world scenarios.
Understand AI tools and their uses in marketing research work.

Concepts

0. Introduction

01 - Performing marketing analytics in Excel

1. Introduction to Excel for Market Research

02 - Excel basics - Analyzing product demand in market research
03 - Measuring product demand with Excel
04 - Organizing sales data
05 - Seasonality in product demand
06 - Forecasting product demand - Leverage weighted averages
07 - Using Excel for pricing and product demand
08 - Predicting demand for a new product
09 - Forecasting in Excel with regressions
10 - Interpreting a sales forecast
11 - Exploring demand forecasting caveats

2. Optimizing Product Pricing with Excel

12 - Product pricing basics with Excel
13 - Maximizing profits - Use demand curves for necessity products
14 - Use demand curves for non-essential products
15 - Price or volume The big trade-off in market research
16 - Price differentiation and wholesaling
17 - Market research - Advertising attribution and identity

3. Excel for Marketing Research - Segmentation and Competitive Analysis

18 - Defining market segments in market research
19 - Using Excel tools like PivotTables for segmentation
20 - Analyzing survey data with Excel
21 - Regressions and survey data in Excel
22 - Lifetime customer value (LTCV), churn, and attrition
23 - Market research and customer acquisition cost
24 - Waterfall charts and marketing variance

4. Excel-Powered Marketing Research - Real-World Applications

25 - Excel marketing analysis - Inflation-adjusted service pricing
26 - Finding your market with web scraping
27 - Excel AI tools for market research

5. Excel-Driven Marketing Research and AI

28 - AI and market research
29 - AI agents, creative development, and market research
30 - AI behind the scenes

Conclusion

31 - Applying Excel to market research