Academy for Continuing Education (ACE)

Consumer Research with Data Visualisation is a module selected from the Specialist Diploma in Marketing Analytics and Insights. It enables participants to acquire new skills or deepen relevant skills without the need to pursue a full specialist diploma. As this is a stackable course, participants may choose to complete the remaining modules, within the validity period of 2 years, to be awarded the full Specialist Diploma qualification.

This module provides participants with comprehensive coverage of concepts, tools, and techniques to gain consumer insights, with an emphasis on generating, applying, and interpreting these insights obtained to aid business decisions making particularly in consumer marketing.

Participants will be introduced to the use of exploratory and descriptive research designs, qualitative and quantitative research methods and evaluation of primary and secondary data in market research. Participant will learn to formulate market research plan incorporating the various stages of the market research process, comparing various sampling and data collection techniques, developing quantitative and qualitative research materials. Participant will also learn how to apply data visualisation principles to create visuals for the communication of consumer insights and use storytelling for the communication of these consumer insights.