In the course, you, together with restaurant owner, Olle, will conduct a survey and market segmentation of customers with the goal of finding a target audience for the restaurant for better marketing strategy. Then, with Olle and Tove, a gourmet coffee expert, you will learn how to design a new product (a coffee machine), select attributes, and find niche markets for your product. You will analyze market data using IBM SPSS and Microsoft Excel, learn advantages and disadvantages of the market segmentation technologies, and learn how to interpret the analysis results.

You will learn:

• 5 advantages of market segmentation

• A number of segmentation variables that you can use

• Descriptive and predictive market segmentation techniques

• 4 major market segmentation techniques: cross-tabulation, regression, clustering, and conjoint-analysis

• Examples with IBM SPSS and Microsoft Excel.

By the end of this course:

• You will be able to do market segmentation professionally. You became confident in using cross-tabulation segmentation, regression-based segmentation, clustering, and conjoint analysis

• You will know how to design and control market surveys. You will learn how to do quick yet powerful new product market research

• You will find how to predict customer behaviour. You will start using Excel and IBM SPSS at professional level

You do not have to be good at math to complete the course! The course is as intense as it can be and as clear as possible. In 45 minutes, professional instructors will teach you how to conduct market segmentation with real-world customer data. The course material is condensed, filtered, and carefully crafted into 34 video lectures.

Enjoy lifelong education with SCANBA. Invest in yourself.