Understanding Behavioral Research

This course provides an essential deep dive into **Understanding Behavioral Research** methods, bridging the gap between theoretical psychology and practical marketing application. Participants will learn how to design research that uncovers the 'why' behind consumer decisions, moving beyond simple surveys to utilize methods like observation, experimentation, and ethnographic studies. The curriculum focuses on core psychological concepts—biases, heuristics, and motivation—and how to apply these insights to segmentation, product design, and communication strategies. Mastery of behavioral research transforms marketing decision-making from guesswork to evidence-based science, creating more predictable and effective outcomes.