Course Overview:

This course equips professionals with a structured, end-to-end approach to market research. Participants will learn how to frame the right research questions, select appropriate methodologies, and execute research effectively from in-depth interviews and ethnographic fieldwork to surveys and experiments. The course also covers how to analyse data rigorously, recognise its limitations, and translate findings into clear, actionable insights. Modern tools, including AI-led approaches, are integrated throughout.

Learning Outcomes:

By the end of this course, the students should be able to:

• ??Frame clear research goals and questions and understand the limitations of different methodologies.

• Select the appropriate research methodology for a given problem, including qualitative, quantitative, and mixed-method approaches.

• Design and conduct effective interviews, discussion guides, and observational fieldwork.

• Design robust surveys including question framing, sampling strategy, and bias mitigation and use digital survey tools.

• Analyse research data critically, identify meaningful patterns, and articulate what the data does and does not tell us.

We provide tailored versions of our courses to cater to the specific needs of organisations. The pricing for customised courses may differ from that of our open-enrollment courses. For more details on pricing and instructor information, kindly reach out to us via email at??ces@lums.edu.pk.

Course Outline

Usama Waheed

Usama is a senior UX researcher who has worked across global products and markets, ranging from local startups like Airlift, to multinational companies like Meta. In addition to his design and research consulting work, he has also been a faculty member in LUMS, teaching subjects ranging from the psychology of technology, to consumer behavior and decision-making.

Application Process:

Participants must register online through the CES website by clicking on their desired course and filling out a one-page form. Before starting the registration process, please ensure that you have the following:

- A passport-sized photograph for the CES smartcard. It should be against a white background.

- Correct CNIC details.

Incorrect information provided during the registration process will lead towards cancellation of your enrolment at any stage, and participants will not be entitled to claim a refund.

Once you have completed your online registration, you may proceed to the payment section. You have two options:

1. Pay online using your bank debit/credit cards through LUMS online payment system https://pay.lums.edu.pk

2. Download the fee voucher and deposit cash in any branch of the designated banks specified on the fee voucher.

Once the payment has been made, you will receive a confirmation email within 24 to 48 working hours, and your payment status will be updated to "ENROLLED" in the online application portal.

Installment:

KalPay Taleem offers monthly installments for all CES on-campus courses and workshop fees. For more details, contact via WhatsApp at 0328 3044414 (working hours - 9:30 AM to 6:00 PM), or visit taleem.portal.kalpayfinancials.com/sign-up to apply!

Note: CES may cancel or postpone a course due to insufficient enrolment or unforeseen circumstances. In this case, the university will refund registration/processing fee (if any) but will not be responsible for any other related charges/expenses including cancellation/change charges by airline and travel agencies.

Please go through Policies & Code of Conduct