① Beginner
▶Free preview · no sign-upWhy research beats guessing🔎 Customer Research & Positioning
Understand customers deeply — their problems, words and buying triggers — and position your offer so the right people instantly see why you are different.
🎬 9 video lessons📝 9 quizzes🛠 1 project⏱ ≈ 2 h🎓 Certificate
What you will be able to do
- Run customer interviews and surveys that reveal real buying reasons
- Research a market and competitors using free tools
- Build personas and jobs-to-be-done statements
- Write a positioning statement and messaging hierarchy
- Turn research into ads, pages and sales scripts
The best marketers do not guess what customers want — they find out. This course gives you practical research methods you can run this week with no budget, and shows how to turn what you learn into positioning and messaging that makes every channel perform better.
Course content
Module 1 · Understand your customer3 lessons
1. Why research beats guessingFree preview
▶ 8 min
2. Customer interviews that reveal real buying reasons
▶ 14 min
3. Surveys, reviews and social listening
▶ 12 min
Module 2 · Markets, competitors and personas3 lessons
4. Market research and sizing
▶ 12 min
5. Competitor analysis
▶ 12 min
6. Personas and jobs-to-be-done
▶ 12 min
Module 3 · Positioning and messaging4 lessons
7. Writing a positioning statement
▶ 12 min
8. From positioning to messaging and copy
▶ 12 min
9. Validating your messaging with quick tests
▶ 10 min
10. Project: research and positioning packProject
▶ 30 min
📝 Test your learning
Take a short pre-test before you start, then a 10-question final exam at the end (pass mark 70%). Passing unlocks your certificate — and shows exactly how much you improved.
1. Pre-testOptional, before lesson 1
2. All lessons9 lessons with quizzes + 1 project
3. Final examUnlocks after every lesson
4. CertificateVerifiable, LinkedIn-ready
Course project
Interview at least three people in your target market, then write a research summary, a persona, a positioning statement and three ad headlines based on their exact words.