Master the artof market research

Boost your product marketing skills with our comprehensive market research course. A hands-on journey offering expert insights, practical skills, and real-world application.
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Course
overview 

Market research isn't just a skill - it's the backbone of your strategy and tangible value as a product marketer. This certification will arm you with everything you need to gather indispensable insights that streamline your workflow and inform your most impactful decisions.

You'll delve deep into the what, why, when, and how of market research, learning how to apply practical examples in your setting. What's more, you'll learn the importance of ethics in data collection - a topic often overlooked. We know there aren't enough resources that cover market research from a product marketing perspective. With this course, you can call off the search.

Chapters

  • How to get the most out of the course
  • Resource library
  • An introduction to market research
  • The benefits of market research
  • Domestic vs international markets
  • B2B vs B2C vs B2D markets
  • Module #1 | Key takeaways
  • Exam

Chapters

  • Intro to primary research
  • Exploratory vs specific
  • Pros and cons of primary research
  • Getting participants
  • Intro to secondary research
  • Secondary resources
  • Pros and cons of secondary research
  • Module #2 | Key takeaways
  • Exam
  • Coursework

Chapters

  • Introduction to qualitative research
  • Interviews and focus groups
  • Can we trust what customers say?
  • Ethnographies/observations
  • Segmentation and personas
  • Module #3 | Key takeaways
  • Exam

Chapters

  • Introduction to quantitative research
  • Questionnaires and surveys
  • How to make NPS an essential experience metric in B2B A/B testing
  • A/B testing: your ticket to defining high intent customers with Toast
  • Mixed-methods approach
  • Data analysts
  • Product Marketing Strategies for Analyst Relations with Snowflake
  • Module #4 | Key takeaways
  • Exam
  • Fireside chat: Bożena Pieniazek - Director of Marketing at Maze

Chapters

  • Concerning ethics
  • Protecting participants
  • Module #5 | Key takeaways
  • Exam
  • Coursework

Chapters

  • An intro to CI
  • How to share competitive intelligence findings
  • Win/loss interviews
  • SWOT analysis
  • 19 of the best competitive intel tools for product marketers
  • Module #6 | Key takeaways
  • Exam
  • Coursework
  • Fireside chat: Alex McDonnell - Competitive Intelligence Lead at Airtable

Chapters

  • Communication is key
  • Structuring your presentation
  • Module #7 | Key takeaways
  • Exam
  • Fireside chat: How to share your findings and engage with stakeholders with Silvia Frucci, Senior PMM at Castor

Modules

Modules

Modules

Introduction

Chapters

  • How to get the most out of the course
  • Resource library
  • An introduction to market research
  • The benefits of market research
  • Domestic vs international markets
  • B2B vs B2C vs B2D markets
  • Module #1 | Key takeaways
  • Exam
Primary vs secondary research

Chapters

  • Intro to primary research
  • Exploratory vs specific
  • Pros and cons of primary research
  • Getting participants
  • Intro to secondary research
  • Secondary resources
  • Pros and cons of secondary research
  • Module #2 | Key takeaways
  • Exam
  • Coursework
Qualitative research

Chapters

  • Introduction to qualitative research
  • Interviews and focus groups
  • Can we trust what customers say?
  • Ethnographies/observations
  • Segmentation and personas
  • Module #3 | Key takeaways
  • Exam
Quantitative research

Chapters

  • Introduction to quantitative research
  • Questionnaires and surveys
  • How to make NPS an essential experience metric in B2B A/B testing
  • A/B testing: your ticket to defining high intent customers with Toast
  • Mixed-methods approach
  • Data analysts
  • Product Marketing Strategies for Analyst Relations with Snowflake
  • Module #4 | Key takeaways
  • Exam
  • Fireside chat: Bożena Pieniazek - Director of Marketing at Maze
Ethics

Chapters

  • Concerning ethics
  • Protecting participants
  • Module #5 | Key takeaways
  • Exam
  • Coursework
Competitive intelligence

Chapters

  • An intro to CI
  • How to share competitive intelligence findings
  • Win/loss interviews
  • SWOT analysis
  • 19 of the best competitive intel tools for product marketers
  • Module #6 | Key takeaways
  • Exam
  • Coursework
  • Fireside chat: Alex McDonnell - Competitive Intelligence Lead at Airtable
Presenting your findings

Chapters

  • Communication is key
  • Structuring your presentation
  • Module #7 | Key takeaways
  • Exam
  • Fireside chat: How to share your findings and engage with stakeholders with Silvia Frucci, Senior PMM at Castor

Modules

Modules

Modules

Our stats

8
Hours of content
7
Modules
54
Exam questions
9
Templates
3
Coursework tasks

"The course made me realize that, even though 'Discover' is the first step in the PMM framework, we tend to forget about it and focus on everything else. Going through the rich materials and insights this course provided had me rethinking priorities and has put the research back where it belongs, to the foundation of our PMM work."

Igor Kranjcec

Head of Marketing

The Master Research Certification course was great! Holly is a wonderful instructor and her teaching style keeps you engaged from start to finish. This course was everything I needed in strengthening my Market Research strategies and creating a cleaner process. The course provides everything you'll need for understanding your customer and how to best work with internal stakeholders to collect and process the market research. The resource library is jam-packed with ready-to-use templates, guides, and frameworks. Highly recommend.

Crystal Crouch

Product Marketing Consultant

PMA's Market Research Certified course is an excellent foray into the various ways that PMMs can and should be thinking about research in their roles. While the types, methods, and processes are many, research unlocks key insights about customers and the market so must be a skill that PMMs develop in order to become experts of their domains. This course defines each aspect, provides practical templates and guides to support the areas, and gives resource suggestions for ways that PMMs from all company sizes can achieve their research objectives. It's a helpful overview for those new to this function and a valuable refresher even for those with experience.

Minerva Thai

Product Marketing Consultant

Download
your brochure 

Learn from the collective success and experience of the world’s biggest product marketing community. Not only that, but our certifications are built with the support of PMMs from the largest orgs around such as Adobe, Google, Linkedin, Atlassian, Grammarly, and many more.

If you need help convincing your company to pay for your training, we’ve done the leg work for you.

Pitch the program
5 star ratings from:

Your
instructors 

By the end of the course
‍‍you'll be able to...

Master research

Develop a comprehensive understanding of market research principles, applications, and methodologies.

Drive growth

Leverage market research to make informed business decisions that fuel company growth and success.

Implement strategies

Use market research insights to influence product strategy, positioning, and overall marketing efforts.

What's
‍‍included  

01
Content

A robust curriculum covering every aspect of market research, tailor-made for product marketers. Learn from the best and enhance your skills.

02
Coursework

Practical assignments throughout the course to consolidate your learning. Apply theories and concepts directly to real-world scenarios.

03
Exams

54 module-ending exam questions to test your understanding, reinforce knowledge, and help you monitor your progress toward market research mastery.

04
Templates

Get your hands on a set of vetted templates and frameworks, ready for immediate use. Take them back to your organization to streamline your processes and drive results.

05
Insights

Gain hours of bonus insights from leading global brands. Learn how to nail market research from experts at orgs like Snowflake, Toast, and Airtable.

06
Access

24/7 access to all course materials. Study at your own pace, from the comfort of your home, and revisit the content anytime you need.

07
Certification

Earn a certification upon completion to validate your mastery of market research. A tangible testament to your commitment to professional growth.

08
Community

Become part of a vibrant community of fellow learners. Network, collaborate, and share experiences to enrich your learning journey.

09
AI-Powered

Get personalized and actionable advice to your toughest product marketing questions, backed by Product Marketing Alliance’s entire knowledge base, using PMM-GPT.

Get access to
‍‍these resources...

With every single one of our courses and certifications, you can get your hands on templates, frameworks, and toolkits. All are designed with the cumulative knowledge of our community to help you implement your newfound knowledge the very next day.

Product Marketing Core Framework

Maze's Question Bank

B2B questions master list

B2C questions master list

NPS scale graphic

A/B test graphic

Win/loss interview questions template

Competitor SWOT analysis

Battlecard template

A/B test graphic

Sign up to the
pro+ membership

...and get access to 15+ of our courses and more!

Get this certification plus 25 others
with Pro+ membership 

Looking for lifelong L&D support? Discover how our Pro+ memberships stack up against our individual courses to find the best value for your investment.

Pro+ Membership
$167
/month (billed annually)
Annual subscription with access to every course, a yearly Summit, workshops, templates, mentors, members-only events, and more.

25+ courses (incl. updates and future releases)

Complimentary access to 1x PMM Summit every year

Live workshops every month

Exclusive content 

100+ templates and frameworks

500+ hours of OnDemand video content

PMM mentors

Members-only events and community

PMM learning paths and toolkits

Ungated access to industry reports

Subscribe to Pro+
Individual certification
$500
One off payment
One-off payment and lifetime access to this accredited course.

Lifetime access to all course content

Access to all future course updates

Official certification if you pass the exams

Course‍
benefits

Tailored learning designed for product marketers, offering industry-specific insights.

Expert guidance from product marketing experts at the top of their game.

Apply market research in real-world settings, driving impactful business decisions.

Why choose
courses from PMA?  

Whether you’re tuning in live or want unlimited access to all member benefits, select the plan that’s best for you...

Old way

Stodgy, outdated training
All theory, no action
Limited learnings from 1x expert
vs

New way

Interactive learning at your own pace
Practical, actionable, case study-led lessons
Community-led learning derived from the masses

Course‍
benefits

Master PMM: Get to grips with real-life product marketing scenarios.

Drive success: Step confidently into your role with the knowledge and frameworks you need to shine.

Stand out: Make an impression on potential employers with a globally recognized qualification.

Why choose
courses from PMA?

Whether you’re tuning in live or want unlimited access to all member benefits, select the plan that’s best for you...

PMA Certified Courses
Access to every session, live, and OnDemand plus all of these awesome perks:

Exclusive content, framework and templates

250+ hours of video content

PMM summits OnDemand

300+ PMM slide decks

Access to PMM mentors

PMM learning paths

PMM learning paths

Peer advisory councils

40% discount on in-person PMA summits

Discount on PMM certification

Enroll now
Other Product Marketing Courses
Access to every session, live, and OnDemand plus all of these awesome perks:

Access to all presentations - live broadcast only

Ask your questions to industry leaders

Be part of the product marketing community and network with peers. Limited to live broadcast only

Get your team on
the same page...

Fill key knowledge gaps and get everyone speaking the same language by getting your whole team certified. Book in a call to discuss group rates.

Trusted by teams including:

Accelerate your learning with our product marketing AI coach.

Ask questions and get advice instantly- the ultimate AI sidekick for ambitious product marketers looking to fast-track their growth with community-backed insights.

FAQS

What is the Market Research Certified: Masters course?

Market Research Certified: Masters is your personal guide to becoming a pro at market research, designed especially for product marketers. This course is packed with a robust curriculum that covers all you need to know about market research. It’s self-paced and contains seven modules, 38 chapters, 54 exam questions, and actionable templates. The course is centered around a step-by-step framework to help you tackle everything from the types of research, how to do it, how to analyze it, and even how to handle the ethics of data collection.

Who’s this Market Research Certified course for?

This course is specifically designed for product marketers, including those with the title of:

  • Product Marketing Manager
  • Senior Product Marketing Manager
  • Head of Product Marketing
  • Director of Product Marketing
  • VP of Product Marketing

But it’s also for anyone who’s ready to take their market research skills to the next level.

How does Market Research Certified: Masters work?

The course is completely on-demand, so you can take it at your own pace. You’ll work through the modules chronologically, participate in activities, and complete mandatory exam questions at the end of each module to consolidate your knowledge. If you pass all the exams, you’ll officially be Market Research Certified!

How long will the Market Research Certified: Masters take to complete?

You can take however long you need to work through the materials, it’s completely flexible. The course consists of 8+ hours of on-demand content, including activities and exams.

How long will I have access to the course content?

For life! A one-off payment gives you unlimited to all the course’s content.

How much does the Market Research Certified course cost?

$500. With this investment, you'll have a blueprint for becoming a first-rate market researcher, essential for thriving in a long-term product marketing career. This includes 8+ hours of OnDemand course content, templates to put your theory into action, and coursework to consolidate your learning.

What happens if I don’t pass the course exams?

If you fail the first time around you'll be given the option to retake the exam. If you fail the second attempt, unfortunately, it means you won’t get the certificate. However, all’s not lost – you’ll have still learned lots and you’ll be given access to the course materials for life, so you can brush up on the bits you slipped up on forevermore.

Students like you
‍‍always love...

Customer Research Certified Masters

Learn how to collect, analyze, and act on customer feedback to drive growth with our certified Customer Research course.

Persona Certified Masters

Level up your personas! This course offers practical tips, real-life case studies, expert advice, and persona examples to create game-changing personas.

Segmentation Certified Masters

Fine-tune your focus. Understand your audience. Propel your product. Get segmentation certified.

The PMMC
framework

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The PMMC framework

Discovery

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Build business case

Competitor intel

Customer/market feedback

Market requirements

Why/loss analysis

Review and refine

Market research

The PMMC framework

Strategize

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Pricing

Retention and expansion

Objectives

Internal communication

Go-to-market

Use Sales enablement

Acquisition

Barriers

Onboarding

The PMMC framework

Define

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Positioning

Segmentation

Narrative design

User personas

Messaging

Buyer personas

Storytelling

Use cases

The PMMC framework

Get set

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Sales assets

Training

Sales enablement sessions

Marketing

The PMMC framework

Grow

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Case studies

Analysis

Optimization

Customer feedback

Prioritise tickets

The PMMC
framework

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea.

The PMMC framework

Discovery

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Build business case

Competitor intel

Customer/market feedback

Market requirements

Why/loss analysis

Review and refine

Market research

The PMMC framework

Strategize

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Pricing

Retention and expansion

Objectives

Internal communication

Go-to-market

Use Sales enablement

Acquisition

Barriers

Onboarding

The PMMC framework

Define

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Positioning

Segmentation

Narrative design

User personas

Messaging

Buyer personas

Storytelling

Use cases

The PMMC framework

Get set

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Sales assets

Training

Sales enablement sessions

Marketing

The PMMC framework

Grow

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Case studies

Analysis

Optimization

Customer feedback

Prioritise tickets

The PMMC
framework

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea.

The PMMC framework

Discovery

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Build business case

Competitor intel

Customer/market feedback

Market requirements

Why/loss analysis

Review and refine

Market research

The PMMC framework

Strategize

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Pricing

Retention and expansion

Objectives

Internal communication

Go-to-market

Use Sales enablement

Acquisition

Barriers

Onboarding

The PMMC framework

Define

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Positioning

Segmentation

Narrative design

User personas

Messaging

Buyer personas

Storytelling

Use cases

The PMMC framework

Get set

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Sales assets

Training

Sales enablement sessions

Marketing

The PMMC framework

Grow

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Case studies

Analysis

Optimization

Customer feedback

Prioritise tickets

The PMMC
framework

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea.

The PMMC framework

Discovery

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Build business case

Competitor intel

Customer/market feedback

Market requirements

Why/loss analysis

Review and refine

Market research

The PMMC framework

Strategize

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Pricing

Retention and expansion

Objectives

Internal communication

Go-to-market

Use Sales enablement

Acquisition

Barriers

Onboarding

The PMMC framework

Define

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Positioning

Segmentation

Narrative design

User personas

Messaging

Buyer personas

Storytelling

Use cases

The PMMC framework

Get set

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Sales assets

Training

Sales enablement sessions

Marketing

The PMMC framework

Grow

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat.

Case studies

Analysis

Optimization

Customer feedback

Prioritise tickets