Have you ever wondered how ideas for new products are created, or how a business got to be so successful? It all starts with understanding consumers!

This module aims to introduce the importance of consumer survey insights in making good business decisions, and to equip students with the fundamentals of consumer research.

Students will learn the basics of the marketing research processes, which include developing a simple research plan, survey design and collecting data through fieldwork.

In conjunction with learning the basics of research, students will be able to appreciate the importance of consumer survey insights through a simple presentation where the students share insights on their research.

This module is helpful for students to gain basic research skills such as survey design and analysis, that they can apply in their school (CCA), daily life applications, or exploring future career paths in business, marketing, and consumer research.