How to Launch a Basic Market Research Program

Learn how to launch a basic market research program in Qualtrics. This learning path covers survey design best practices, building and distributing your first study, and reading and sharing your results — so you can make faster, more confident decisions backed by real data.

Path Overview

This learning path teaches you how to build and run a basic market research program in Qualtrics from the ground up. You will start by understanding what market research is and how it connects to your organization's goals, then move through survey design best practices, building and distributing your first study, and reading and sharing your results. By the end of this path, you will have the knowledge and platform skills to run a credible, first-wave research study independently.

The path is organized into courses that follow the natural workflow of a research project — from planning through reporting. Each course builds on the last, so we recommend completing them in order.

Recommended For

This learning path is designed for market researchers, research program managers, and business stakeholders who are new to Qualtrics or building their organization's first structured research program. It is also a strong starting point for anyone who has used Qualtrics for CX or EX programs and wants to apply those skills to market research specifically.

No prior Qualtrics experience is required. If you are comfortable with survey basics and want to go deeper on distribution or analysis, you can start at Course 3 or Course 4.

A Note on Brand Administration

If you are a Qualtrics Brand Administrator responsible for managing licenses, user permissions, or account settings for your organization, we recommend completing the Brand Administrator course before or alongside this path.

Managing Your License as a Brand Administrator →