Market Research:
Consumer Behavior and Analytics

Adopt a customer-centric focus in your business with innovative techniques
that can be employed to turn data into actionable insights.


6 weeks, excluding


6–8 hours per week,
entirely online

Learning Format

Weekly modules,
flexible learning

This Course Is for You If:


  • You are a market research or marketing professional interested in refining your skills to remain relevant in a dynamic business environment

  • You are an analyst, strategist or consultant with experience in consumer data looking to make a career switch to the market research space

  • You are a business leader needing to enhance your understanding of what drives a customer to better inform your product strategy

You Will Walk Away With:


The skills to use market research to integrate customer, business and market information into a data-driven decision-making plan for your organization.


The ability to leverage behavioral insights and analytics to build and manage customer loyalty and customer lifetime value to drive long-term growth.


The tools to identify opportunities and emerging market trends to strengthen your company’s position and maintain a competitive edge.


An understanding of how digital technologies can help your organization anticipate your customers’ future wants and needs.

Course Curriculum

Over the duration of this online course, you will work through the following modules:

Module 1 The Importance of Market Research in Achieving Business Goals
Learn about the role of data in market research, the potential pitfalls when collecting and managing this data and market research’s key metrics for measuring business goals.

Module 2 Market Intelligence and Consumer Insights
Use market research techniques to investigate the internal and external elements that shape an organization’s market research environments.

Module 3 Using Research Design to Transform Insight Into Action
Discover how market research can be used to inform digital strategy.

Module 4 From Behavioral Insights to Long-Term Value
Learn how to build and manage customer loyalty and customer lifetime value to drive growth.

Module 5 The Learning Organization — Anticipating Your Customer’s Future Needs
Learn how to prepare for the future with digital transformation.

Module 6 Consumer Insights and Analytics
Compile an insights and analytics report for organizational success.

Academic Director

Vijay Viswanathan

Associate Dean and Associate Professor of Integrated Marketing Communications, Medill School of Journalism, Media, Integrated Marketing Communications at Northwestern University

Viswanathan’s research focuses on consumer decision-making, especially in relation to branding, pricing, cross-media consumption and social influence. His research has important implications for the economic impact of managerial decisions related to brand architecture, loyalty programs, consumer engagement and omnichannel strategy. Viswanathan’s work spans a broad range of industries such as automobile, chemical and pharmaceutical, e-commerce, entertainment, financial services, luxury goods, media and retail. He teaches courses related to marketing research, marketing strategy and integrated marketing communications across various programs and has been recognized as one of the top 100 faculty and staff at Northwestern University.

An Online Education That Sets You Apart

This Northwestern Medill online short course is delivered in collaboration with online education provider GetSmarter. Join a growing community of global professionals, and benefit from the opportunity to:


Gain verifiable and relevant competencies and earn invaluable recognition from an international selection of universities, entirely online and in your own time.


Enjoy a personalized, people-mediated online learning experience created to make you feel supported at every step.


Experience a flexible but structured approach to online education as you plan your learning around your life to meet weekly milestones.

Get More Information

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