Market Research Workbook, Step by Step for 2027

Fifteen printable one-page templates for the working documents of a market research study, in the order you need them, from the brief to the final recommendations.

Who it's for

Anyone who plans, runs or commissions market research, whether desk research, interviews, a survey or a mixed study. You rarely need all 15: the How to use page shows which templates to use for each kind of study.

What you'll learn

• Write a one-page research brief and link each research question to a hypothesis, the evidence that would test it and a method
• Log desk research sources with a reliability score, and estimate the total, serviceable and obtainable market (TAM, SAM and SOM) from the top down and the bottom up
• Compare up to five competitors on the same criteria and record mystery shopping step by step
• Plan survey questionnaires, participant screeners and quotas, and track responses day by day
• Script customer discussion guides and capture interview notes and quotes in the same shape every time
• Sum up the job customers hire your product to do, using the jobs-to-be-done theory popularised by Clayton Christensen, and code qualitative data into themes
• Lay out survey results with base sizes, and turn findings into recommendations with a confidence rating, an owner and a date

What's inside

• 52 pages, 15 templates
• Each template has three pages: what it is for and how to fill it in, in numbered steps; a worked example, most with notes on what to notice; and a one-page blank template to print or fill in on screen with any PDF editor that lets you add text
• Worked examples from two fictional UK organisations: an ice cream maker and a cyber security training consultancy
• A table on the How to use page matching each research stage to its templates
• Template index at the back: every template with its purpose and the page of the blank to print
• A licence to photocopy the templates for your own use and within your own organisation
• PDF in A4 format — read on screen or print
• Instant download after purchase

Contents

1. Research Brief
2. Research Questions and Hypotheses Map
3. Desk Research Source Log
4. Market Sizing Worksheet
5. Competitor Analysis Grid
6. Mystery Shopping Record
7. Survey Questionnaire Planner
8. Participant Screener
9. Survey Sample and Quota Tracker
10. Customer Discussion Guide
11. Interview Notes and Quotes Capture
12. Jobs-to-Be-Done Summary
13. Qualitative Coding Frame
14. Survey Results Summary
15. Findings and Recommendations Sheet

Part of The Ultimate Business Bundle

This workbook is one of the 73 products in The Ultimate Business Bundle — 55 ebooks, 8 checklists and toolkits and 10 workbooks for £147 (worth £2,047 if bought separately: the total of the individual prices of the included titles in our store).