Emerging Methods and The Future of Market Research

Emerging Methods and The Future of Market Research

$359 | 12 Hours | 1.2 CEUs

Keep up with a constantly changing industry by learning how evolving technological, social, scientific, economic, and cultural forces are redefining research.

Learn how evolving technological, social, scientific, economic, and cultural forces are redefining how market research is designed and conducted

Gain Vital Skills with Wide Relevance
Every organization has “customers” to please, whether consumers, clients, or internal teams or outside stakeholders. Research skills are vital to help you understand their needs and make yourself indispensable to them in the future.

Enjoy the Flexibility of On-Demand, Self-Paced Courseware
Complete this online course at the pace you set. Weekend warriors master a new skill right away, while others take up to 30 days to learn the material and complete the online assessment.

Let Your Employer Grab the Tab
About 83% of our students receive tuition reimbursement from the organizations they work for — and you should, too. Let us send you an employee sponsorship package to help your manager understand the advantage of investing in our courses.

The Industry-Defining Curriculum
The Market Research Core Body of Knowledge (MRCBOK™) is the up-to-date industry consensus on what insights professionals regard as the required fundamentals for research education. Mastering the MRCBOK is the only curriculum recognized by certification programs in the United States, Canada, or Australia. This is the practical foundation to success as a researcher. See this course’s learning objectives.

Drive Your Career Forward

  • Advance your career by enhancing your research skills while continuing to work full time.
  • Earn continuing education units (CEUs) and a Digital Badge from the University of Georgia.
  • Explain how the shift of power to consumers is radically altering the information that businesses need for their companies to be successful.
  • Summarize how the market researcher’s approach to measurement is changing from a focus on attitudes, opinions, and intentions to measuring and understanding behavior.
  • When completed with as few as two other courses, you can be recognized by certifying bodies in the United States, Canada, and Australia.

Hundreds of Leading Firms Trust UGA/MRII to Train Their Teams


This is a great course to learn about exciting trends in the world of market research. You will get practical advice on how to navigate the opportunities and challenges that come with these changes. I like how the content was laid out. It wasn’t overwhelming. It was easy to pace yourself and come back during different points to pick up again.
– Agnes Bolan, an experienced client-side researcher

Combine this course with any two other Principles Express course to earn the IPC Specialist certificate.

This course is a requirement for the Intellus Certified Master (ICM) on the Intellus Worldwide certification ladder. For more information please go here.

Financial Paths to Investing in Your Education

Employee Reimbursement 
Receive full or partial tuition funding from your employee. We’ll help you make the case.

Participants in career-oriented programs offered through the University of Georgia Center for Continuing Education may be eligible for financial assistance.

Tuition Awards
Apply for the Reg Baker Award to potentially have your tuition covered by the MRII.

Need advice?
Let our Admissions team help.
Contact Admissions

Frequently Asked Questions

Who should take the self-paced, self-study course?

Anyone working in market research–whether in a research company or a client organization–who is responsible for determining the most appropriate research methods and technologies to use. You might be a new researcher with less than two years’ experience. Or, you might be a seasoned market researcher looking for a refresher or an opportunity to update your knowledge on this topic. Learn from the experts! The course author and MRII course contributors have decades of combined experience in this area.

Are there any prerequisites for enrolling in course?

No. There are no prerequisites for enrolling in Emerging Methods and the Future of Market Research.

Why should I complete the course?

As a graduate of the course, you will be well positioned to understand and adapt to new research methods that are only now beginning to emerge. Also, this course offers continuing education for research practitioners. If you are PRC certified through the Insights Association (IA), this course qualifies for 12 hours for continuing education.

What do I receive when I complete the course?

Successful graduates of the course will receive 1.2 Continuing Education Units (CEUs) from the University of Georgia. Additionally, you will earn a Digital Badge to post to your social media assets. Your Digital Badge recognizes your accomplishment as well as builds your brand and credibility in the global market research industry.

How long does it take to complete the course?

Upon receipt of the course “Welcome” email (containing the course URL, your username, and password), you are given up to 30 days to complete the 12-hour, self-paced, self-study course. A one-month extension can be granted for a nominal fee ($50 US). You can make your one-month extension request and payment here. Upon receipt of your extension request payment, 30 days will be added to your original course expiration date.

How much time will I need to devote to study?

Former students have reported spending 11-15 hours in the course. This course awards 1.2 Continuing Education Units to successful graduates.

Who wrote this course?

Zoe DowlingZoe Dowling, Ph.D – Senior Vice President Research, FocusVision
Zoe Dowling is Senior Vice President at FocusVision, where she uses her research expertise to help clients best apply FocusVision’s technological solutions. An early Internet adopter, she has been involved in online research since the late 1990s. She specializes in participant engagement for web and mobile surveys, as well as qualitative approaches related to online communities and interview techniques. A scholar of innovation, Zoe actively combines traditional and out-of-the-box approaches to adapt effective methodologies to a changing world.

Prior to joining FocusVision, Zoe was at Kantar Added Value for 9 years, most recently as SVP, R&D and Global Mobile Capability Leader. She is a regular speaker at industry conferences including ESOMAR Congress, GreenBook’s IIEX conference, NEXT Insights, and the MRMW Conference, to name a few. She is also a workshop leader and webinar presenter on various topics relating to digital data collection.

She holds a BA in Sociology and Social Policy from the University of Stirling in Scotland, an M-Phil in Social Research Methodology from the University of Stellenbosch in South Africa, and a Ph.D. in Sociology from the University of Surrey in England.

What are the graded components of the course?

You must successfully complete three online assessments with a score of 70% or greater:

  • Progress Check 1
  • Progress Check 2
  • End of Course Quiz

When you earn a score of 70% or greater for the End of Course Quiz you will be passed to the evaluation questionnaire where you will be completing a short evaluation of the course.

After you have successfully completed the questionnaire, then click on the section entitled:
Course Complete – Report My Status to the University. An automated message will then be sent to the University of Georgia Center for Continuing Education alerting the administrative staff of your SUCCESSFUL COMPLETION of the online course. Within 36 hours, you will receive a confirmation “graduate” email from the University of Georgia.

Note: When attempting Progress Check 1, you must earn a score of 70% or greater to continue on with the questions in Progress Check 2. When attempting Progress Check 2, you must score a 70% or greater to continue on with the questions in the End of Course Quiz.

Do I have to purchase a textbook?

No. There is no additional textbook reading assignment for this course; all readings are contained within the online course and in the links and resources you will find here. You are encouraged to examine the Learning Objectives for each section and think about your own interests, your current job responsibilities, and ambitions—and follow those links that are most important to you. In that way, you’ll practice the habits of 1) starting with objectives, 2) scanning, 3) deep research, and 4) frequent prioritization that are important to becoming an exceptional market researcher.

Can I study the online course content with my mobile device? What are the technology requirements (devices and browser)?

The online course content, tools and resources are best optimized for a desktop or laptop computer. While the online platform is designed to be mobile responsive, we strongly recommend the use of a desktop or laptop computer.

To take advantage of the different features (PDF files, URLs/links to external websites, animated exercises, audio and video clips) you should use a Windows or Macintosh-based browser. A robust browser such as Chrome, Firefox, Microsoft Edge, or Safari and a fast internet connection provide the best experience. The online platform supports many popular web browser versions. To find out if your computer’s current software configuration is compatible, see System & Software Requirements.

What are my financing options?

Participants in career-oriented programs offered through the University of Georgia Center for Continuing Education may be eligible for financial assistance.

What is the cancellation/refund policy?

You may cancel your enrollment within the first seven days and receive a refund less a $100 administrative processing fee, provided that you have not accessed the online course material at all. Written requests for course cancellation or transfer must be sent to student@georgiacenter.uga.edu in order to be processed.