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StretchLearn Course

Replace your hunch with evidence a team can bet on

Planning frameworks, interview and survey methods, and market-sizing math that turn raw signals into a confident decision

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Beginner9 hr 25 minSelf PacedRegistered

Course Overview

What this course is designed to develop

Most teams launch on a hunch and call a few friendly customers their research. This course gives you the planning frameworks, interview and survey methods, sampling rules, and analysis discipline that professional researchers use, with named tools, real numbers, and worked examples. You will leave able to scope a study around a decision, gather clean qualitative and quantitative evidence, size an opportunity defensibly, and present findings that drive a yes-or-no choice.

Learning Outcomes

What the learner should be able to understand, build, or execute.

01

Scope a research project around a specific decision using a research brief and clear research questions

02

Run non-leading customer interviews and apply the Jobs-to-be-Done and Mom Test approaches to get honest answers

03

Design unbiased surveys and choose a defensible sample size using confidence level and margin of error

04

Size a market with the TAM-SAM-SOM framework using both top-down and bottom-up methods

05

Analyse qualitative data with thematic coding and quantitative data with cross-tabulation and significance

06

Synthesise findings into personas, an opportunity assessment, and a recommendation stakeholders trust

Curriculum Preview

Inside the curriculum: a structured path from fundamentals to execution.

Preview the course structure, see how the modules build on one another, and understand the path this program is designed to take you through.

Module 1

Module 1: What Market Research Is and How to Plan a Study

Build an accurate model of what research is for, the difference between primary and secondary and qualitative and quantitative work, and how to scope a project around a real decision.

3 lessons
Research Answers a Decision, Not a CuriosityContent · 45 min
Preview Enabled
Writing a Research Brief That Keeps You HonestContent · 45 min
LMS Access
Secondary Research and Desk Work FirstContent · 45 min
LMS Access
Module 2

Module 2: Qualitative Research: Interviews That Get the Truth

Learn to recruit the right people, run interviews that do not lead them, apply Jobs-to-be-Done and The Mom Test, and code transcripts into themes.

3 lessons
Recruiting and Running Customer InterviewsContent · 50 min
LMS Access
The Mom Test and Jobs-to-be-DoneContent · 50 min
LMS Access
Coding Transcripts Into ThemesContent · 45 min
LMS Access
Module 3

Module 3: Quantitative Research: Surveys and Sampling

Design surveys that do not bias the answer, choose a defensible sample size with confidence and margin of error, and analyse the results with cross-tabs and significance.

3 lessons
Designing a Survey That Does Not LieContent · 50 min
LMS Access
Sampling and Sample Size Without the JargonContent · 50 min
LMS Access
Analysing Survey Data and Cross-TabsContent · 45 min
LMS Access
Module 4

Module 4: Sizing the Market and Reporting Findings

Size an opportunity with TAM-SAM-SOM and top-down and bottom-up methods, study competitors, and synthesise everything into personas and a recommendation people act on.

3 lessons
Market Sizing With TAM, SAM, and SOMContent · 50 min
LMS Access
Competitive and Customer AnalysisContent · 45 min
LMS Access
Synthesising and Presenting a RecommendationContent · 45 min
LMS Access

Built for Application

A complete learning path, not a one-off inspiration hit.

This program is designed around progression: focused lessons, structured modules, applied resources, assessments, and a course rhythm that turns information into usable capability.

market researchcustomer interviewssurvey designmarket sizingqualitative researchquantitative researchjobs to be donecompetitive analysis