Convince
your boss
Download
your brochure
Master the art
of market research
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Brought to you,
in partnership with...
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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
- Course recap
- Resource library
- Get your certificate
Modules
Modules
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
- Course recap
- Resource library
- Get your certificate
Modules
Modules
Our stats
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"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.
Your
instructors
Your instructor,
Chris Tran
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A tenured product marketing voice, Holly brings expertise across go-to-market strategy, messaging, positioning, and stakeholder management. While working in new application development at Amazon Web Services (AWS), Holly also delivers thought-provoking ideas for GTM strategy in workshops, lectures, and two podcasts.
Her goal is to continue to build a strong awareness of the Product Marketing function, coach others how to apply critical thinking and strategic PMM frameworks, and mentor young marketers in their career.
Holly gets a kick out of solving problems with cross-functional teams and telling good stories.
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Your instructor,
Bożena Pieniazek
Bożena is the VP of Marketing at Meister, bringing a wealth of experience as a B2B SaaS Marketer from high-growth startups. With a proven track record in driving marketing initiatives, she excels in strategic planning and execution. Bożena's expertise lies in leveraging innovative strategies to propel Meister's growth and success in the competitive market landscape.
Your instructor,
Chris Tran
A tenured product marketing voice, Holly brings expertise across go-to-market strategy, messaging, positioning, and stakeholder management. While working in new application development at Amazon Web Services (AWS), Holly also delivers thought-provoking ideas for GTM strategy in workshops, lectures, and two podcasts.
Her goal is to continue to build a strong awareness of the Product Marketing function, coach others how to apply critical thinking and strategic PMM frameworks, and mentor young marketers in their career.
Holly gets a kick out of solving problems with cross-functional teams and telling good stories.
Your instructor,
Alex McDonnell
Alex McDonnell is a self-confessed qualitative research nerd, with a penchant for win-loss interviews. His methods favor semi-structured qualitative conversations over rigid quantitative surveys. At Airtable, Alex builds customer-obsessed, competitor-alert intelligence programs that help sales, customer success, and marketing teams with clear positioning. He assists product and strategy teams in deciding what to build next. For Alex, the deliverable isn't just research data; it's a clear point-of-view based on that data. Join the course to learn more about his outlook and approach.
Your instructor,
Chris Tran
A tenured product marketing voice, Holly brings expertise across go-to-market strategy, messaging, positioning, and stakeholder management. While working in new application development at Amazon Web Services (AWS), Holly also delivers thought-provoking ideas for GTM strategy in workshops, lectures, and two podcasts.
Her goal is to continue to build a strong awareness of the Product Marketing function, coach others how to apply critical thinking and strategic PMM frameworks, and mentor young marketers in their career.
Holly gets a kick out of solving problems with cross-functional teams and telling good stories.
Your instructor,
Daniel Kuperman
Daniel Kuperman is a Product Marketing leader at Atlassian where he works with the ITSM solutions team.
Daniel has over 15 years of experience with fast-growing B2B organizations, including Axcient, MindTickle, and Snowflake, where he built teams, owned go-to-market planning and execution, and helped businesses scale, transform, and create new market categories.
He lives in Mountain View, CA, and has an MBA from Bentley University.
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
A robust curriculum covering every aspect of market research, tailor-made for product marketers. Learn from the best and enhance your skills.
Practical assignments throughout the course to consolidate your learning. Apply theories and concepts directly to real-world scenarios.
54 module-ending exam questions to test your understanding, reinforce knowledge, and help you monitor your progress toward market research mastery.
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.
Gain hours of bonus insights from leading global brands. Learn how to nail market research from experts at orgs like Snowflake, Toast, and Airtable.
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.
Earn a certification upon completion to validate your mastery of market research. A tangible testament to your commitment to professional growth.
Become part of a vibrant community of fellow learners. Network, collaborate, and share experiences to enrich your learning journey.
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.
Get this course 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.
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
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.
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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...
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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.
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Get your answers instantly.
Ask questions and get advice with PMM-GPT - the ultimate AI sidekick for ambitious product marketers looking to fast-track their growth with community-backed insights.
FAQS
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.
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.
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!
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.
For life! A one-off payment gives you unlimited to all the course’s content.
$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.
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...
The PMMC
framework
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Discovery
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Build business case
Competitor intel
Customer/market feedback
Market requirements
Why/loss analysis
Review and refine
Market research
Strategize
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Pricing
Retention and expansion
Objectives
Internal communication
Go-to-market
Use Sales enablement
Acquisition
Barriers
Onboarding
Define
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Positioning
Segmentation
Narrative design
User personas
Messaging
Buyer personas
Storytelling
Use cases
Get set
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Sales assets
Training
Sales enablement sessions
Marketing
Grow
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Case studies
Analysis
Optimization
Customer feedback
Prioritise tickets
The PMMC
framework
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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
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
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
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
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