The first things that come to your mind when you hear the word “research” are probably school and university. But actually, research is not just an academic activity: it is actually required for all entrepreneurs who hope to be successful. 

This is because research is necessary to avoiding potentially costly mistakes. You need to research your target customers, your target markets, and your competitors, to name just a few. Only by doing sufficient research will you be able to make sure that you introduce a product or service that actually meets a need and, what’s more, that has an advantage over what your competitors are offering. 

This is why this module is all about research. Here, we will begin by looking, not just at the reasons for which research is a must for entrepreneurs, but also at ways to ensure that the research that you do perform is both reliable and accurate. Then, we will look at the technique of “lean market research” and see how it can help you structure your information gathering and presentation. Finally, you will learn how to conduct lean market research effectively, both in terms of quality and quantity. 

This module was developed within the framework of the Women’s Entrepreneurship Accelerator.