Conjoint to Cluster: Survey Design and Segmentation
About this course
Research that cannot be trusted cannot be acted on. Poorly designed surveys, biased samples, ungoverned data, and unverifiable insights cost organizations real money and real decisions. This program teaches you how to do research right — from the first question to the final recommendation. Conjoint to Cluster is a beginner-level program designed for aspiring market researchers, business analysts, marketers, and UX professionals who want to build a complete, professional-grade research skill set. Across 14 focused courses, you will master the full survey research workflow: designing compliant primary research studies, writing unbiased survey questions with skip logic, calculating statistically valid sample sizes, conducting qualitative interviews and AI-enhanced focus groups, segmenting customers using RFM and buyer persona frameworks, applying conjoint analysis, automating research workflows, governing and organizing research data, and evaluating research ROI. No prior research, statistics, or coding experience is required. Every course is built for beginners, combining expert instruction with hands-on exercises and real-world case studies drawn from organizations including Procter & Gamble, Spotify, Starbucks, and the Pew Research Center. By the end of the program, you will be equipped to design, execute, analyze, and communicate professional research that organizations trust and act on.
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What you'll learn
- Design compliant primary research studies
- Write unbiased survey questions with skip logic
- Calculate statistically valid sample sizes
- Conduct qualitative interviews and AI-enhanced focus groups
- Segment customers using RFM and buyer persona frameworks
- Apply conjoint analysis
- Automate research workflows
- Govern and organize research data
- Evaluate research ROI
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