Market Research and Competitive Analysis

Microsoft teaches research as a way to identify product opportunities and understand the competitive landscape. Customer behavior, segmentation and buyer personas lead into analysis of competitors and AI-product markets. It suits learners who want to ground a product-marketing decision in evidence and distinguish a useful customer insight from an assumption based only on an existing feature or competitor announcement.

What you will learn

• Plan research around market gaps and customer needs.
• Develop segmentation and buyer-persona analysis.
• Explore competitors and AI-product market dynamics.

Who this suits

Beginners interested in research for product work. The course activities require a Microsoft 365 license or free trial. Distinguish this course from any complete professional certificate.

Before you enroll

Review the industry and stage of business used in the examples. Product marketing, product management and sales have related but different responsibilities. Check course-level access and certificate terms separately from any full specialization. Use invented product information in public exercises, and treat research findings or launch plans as hypotheses that require evidence rather than assured business results.

Coursera offers paid enrollment or subscription access. Check the enrollment screen for assessment and certificate terms, trials and any financial-aid options. Provider access terms can change; review them before paying.

Put it into practice

Create a research question for a fictional AI product. Describe the target buyer, compare two hypothetical competitors and explain what evidence would support an opportunity rather than simply indicate interest.

Source and review

This overview is based on the provider's published information, checked on 12 October 2026. It is an editorial assessment, not a claim that we completed the resource. Time filters are approximate study ranges; projects and exercises can take longer.

View the curriculum and current access options at Coursera.

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