Inhalt: Join market research expert Sarah Weise as she goes over some of the best marketing research techniques and how to leverage them for nearly any challenge at hand. Sarah lays the groundwork for the course by examining the role marketing research plays in making strategic decisions about your brand or product. She shows how to get to know your customers though quantitative and qualitative techniques ranging from surveys and interviews to mobile diary studies and ethnography. Learn how to clarify your research goals, how to sell your company on research, how to find the best participants, and how to present your data in succinct, meaningful formats like customer personas and journey maps. You'll walk away with the skills you need to plan your next market research study with confidence. Umfang: 00:54:20.00
Inhalt: If you're a modern-day marketer, you're not going to get by with just numbers, charts, and graphs anymore. In addition to your quantitative data, you need to learn what your customers really want. In short, you need to know your customers. You have to know what's going to motivate and drive them, what they're feeling as they're making buying decisions, interacting with your products, or engaging with your brand. In this course, market research expert and best-selling author Sarah Weise walks you through the best practices and processes of gathering qualitative research, and how it should fit in with your marketing strategies. Sarah's tactical course shows how to conduct a new research project, and covers topics like interviews, focus groups, diary studies, and ethnography. She also gives guidance on selecting the right methodology for your research and tips on moderating your groups. Umfang: 01:29:33
Inhalt: From Gen Alpha to Baby Boomers, different generations have a range of needs when it comes to user-centered design. Design patterns that work for one generation may not work for others. On top of that, how different generations interact with technology is shifting every day. That's why it's crucial to strategically plan UX design that's going to attract and retain the right audiences and the right customers. In this course, Sarah Weise talks about the differences between generations in regard to user experience and needs, and how to structure your projects to account for a wide range of potential users. She helps you understand generational differences, tailor your research for difference audiences, and use different design patterns to accommodate different generational demographics. Umfang: 01:12:40.00
Inhalt: Every user is the hero of their own story. The secret to effectively stand out in the mind of your consumer is to stop shouting your own story and to start playing a specific role in theirs. Learn how to apply storytelling principles to your UX design process and craft more engaging, user-centered experiences. Sarah Weise teaches the foundations of good storytelling, from defining the story arc to orchestrating the action and emphasizing your message. She explains how to embrace emotion to invoke empathy, and how to incorporate the right perspective, visuals, and monetization strategy. By the end of this fast-paced course, you''ll know how to craft stories in a way that connects with your customers-and how to do it in a consistent, strategic way for better user experiences, improved engagement, and more sales for your business. Umfang: 00:58:11.00
Inhalt: One way to enhance customer experience and build better products is to plot your ideal customer's journey chronologically. That way you can identify weak moments in the buying experience-and make those moments stronger. First, gather data about the pain points your customers face. Note how they find out about your business, compare competitors, and become a customer. When you document how this progression happens, you create a map you can use to make informed business decisions-a journey map. In this course, learn how to research and capture your customer's end-to-end journey through UX journey mapping. Market researcher and bestselling author Sarah Weise explains the elements of a journey map, how to gather data by conducting research with customers, and how to synthesize results. She covers how to identify opportunities to create products, experiences, and marketing that align your customer's needs with your business goals. Umfang: 00:30:39
Inhalt: Studying your customers' experience-especially as they interact with your product or brand in the context of their lives-leads to discoveries that help you make strong business, product, and UX decisions. In this course, learn how to capture snapshots of the moments that matter by conducting mobile diary studies through text, screen recording, or selfie videos. Sarah Weise explains this qualitative research technique to gather real-life data from customers in a way that will meet your UX or market research goals. Using data gathered in mobile diary studies, you can make value-based decisions by mapping a customer's journey, identifying buyer touch points, understanding how to segment your audience, conducting exploratory research, and more. By the end of this course, you'll be ready to perform mobile diary studies that result in actionable and meaningful insights. Umfang: 00:33:43
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