Marketing
Ground marketing decisions in evidence
When the data is thin or contradictory, pick the method that fits, then turn preference into decision-ready evidence with experiments, qualitative work, surveys and conjoint.
Your learning route
The program order
Complete the programs in order to finish the route. Each one brings short lessons, applied practice and a realistic business case together.
Plus and Pro members can create a verifiable Stratify certificate when the route is complete.
- Program 01
Marketing intelligence and secondary data
Foundational: you learn to replace marketing by hoping with marketing by knowing. By the end of this program you can define marketing intelligence, run the five-step research process, sort data into the four types the taxonomy names, mine internal records and free public sources for desk research, and judge when paid syndicated data and social listening earn their cost.
- The New Coke lesson
- The five-step research process
- The Planters case and the data taxonomy
Apply it: Applied: Hollowmere Snacks
7 lessons · ≈3 hours
- Program 02
Experiments and qualitative research
Intermediate: you learn to collect your own data. By the end of this program you can design an experiment with test and control groups, read an A/B test through a conversion funnel, weigh laboratory against field on internal and external validity, choose between an in-depth interview and a focus group, and use observation and empathetic design to reach needs consumers do not state.
- Laboratory and field
- A culture of experimentation
- Interviews and focus groups
Apply it: Applied: Onslow Skincare
6 lessons · ≈3 hours
- Program 03
Survey design and sampling
Intermediate: you learn to build the survey that carries quantitative research. By the end of this program you can use the four question types in the right place, run a concept test before a product reaches the market, tell a census from a sample, explain why random selection is not negotiable, catch the five sources of survey error, and manage the limits of asking customers what they want.
- Four question types
- The concept test
- Census and sample
Apply it: Applied: Rathmore Springs
5 lessons · ≈2 hours
- Program 04
Conjoint analysis and perceptual mapping
Advanced: you learn to put numbers on consumer preference. By the end of this program you can break a product into attributes, read utility scores out of a conjoint study, total the utility of a bundle, forecast market share with the share formula, weigh each upgrade's utility against its incremental cost, read a perceptual map, and combine every method into one research program.
- Why we cannot ask directly
- Reading a perceptual map
- Choosing a method and building a program
Apply it: The cost-benefit balance
7 lessons · ≈3 hours