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- Hi, my name is Cheryl Ladd,

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and in this course I
want to share with you

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several approaches to market research

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that can help you get
to know your customers

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at a deeper level.

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We'll talk about the overall process

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and how to select the right
approach for a given situation.

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This intimate knowledge is
what can make the difference

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between a true innovation
and simply a new product.

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It's the difference between
thinking of your customer

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as females, age 30 to
45, who have children

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and buy a certain toothpaste,

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and knowing your customer as Mary,
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full-time mom, part-time teacher,

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whose bedtime routine
with three young boys

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resembles a circus,

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and toothpaste becomes
finger paint and ammunition.

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This is what market research is all about,

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getting to know your customer,

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walking in their shoes,

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and understanding their wants and needs.

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Let's get started.