- The Value of Market Research
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The Value of Market Research 4 min
- Overview of Qualtrics Market Research
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Overview of Qualtrics Market Research 2 min
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What You Need to Begin
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Summary, Next Steps, and Resources
What Market Research Is and Why It Matters
Market research gives your organization the evidence to make better decisions — replacing assumption with validated insight. This course introduces what market research is, how Qualtrics supports it, and the survey design principles that make your data reliable and actionable.
Summary
Before you build your first study, you need a clear picture of what market research is, why it matters, and what good research design looks like. This course covers the value of market research and how it connects to your broader experience program, an overview of Qualtrics Market Research capabilities, the platform and organizational prerequisites for getting started, and the survey design best practices that protect data quality from the start. It closes with a knowledge check to confirm you are ready to begin building.
Course Learning Objectives
Upon completing this course, you will be able to:
- Explain what market research is and why it supports better organizational decisions
- Identify how Qualtrics Market Research connects to your existing CX and EX programs
- Confirm the platform access and organizational alignment needed before launching a study
- Apply best practices for survey length, question types, and scale design to protect data quality
Recommended For
Market researchers, research program managers, and business stakeholders who are new to Qualtrics or building their organization's first structured research program. Also recommended for anyone responsible for survey design quality who wants to ground their practice in current Qualtrics methodology guidance. No prior Qualtrics experience is required.