Consumer Insights in Action
Step into the shoes of a lead researcher to solve real business puzzles. You will build a professional portfolio by turning raw human behavior into winning product strategies.
Like Duolingo, but for Consumer Insights in Action. Tomo turns the whole topic into a game you play five minutes a day, until it actually sticks.
24 levels across 4 sections, about 48 minutes end to end, roughly 10 days at five minutes a day. It moves through The Research Mission, Gathering the Evidence, Making Sense of the Mess, and The Big Reveal. It starts from scratch.
Free forever · No credit card · iPhone & Android
Key ideas in Consumer Insights in Action
- Vague worries like 'low sales' must be broken down into specific consumer behaviors
- Different stakeholders have different 'pain points' and information needs
- A solvable question identifies a specific variable to test, such as price perception or brand awareness
- Identifying who will actually use the data prevents the research from being ignored
- Broad statements lead to unfocused research that fails to provide a clear path forward
- Stakeholders define the boundaries of what the research can and cannot change
- Scope creep dilutes the quality of the primary data by distracting the respondent
- The target audience must be the people whose behavior you are trying to understand or change
- Translating a vague business worry into a specific research question
- Clear objectives act as a filter to say 'no' to irrelevant data requests
- Broadly defining an audience (e.g., 'everyone') leads to 'noisy' data that doesn't apply to the core problem
- Identifying stakeholders to ensure the research is relevant
- Trying to solve too many problems at once usually results in solving none of them well
- Success criteria must be agreed upon before the data is seen to avoid bias
- Setting clear objectives to prevent scope creep
- A 'go/no-go' decision requires a clear numerical or behavioral threshold
You've tried the other tabs
Thirty open tabs. Four facts you actually kept.
You watched. You nodded. By Sunday it was gone.
One answer, then back to scrolling.
Eight weeks. You meant to finish. You didn't.
Tomo gives Consumer Insights in Action the Duolingo treatment: levels, streaks, and quick quizzes that test what you just learned. That game loop is what the tabs above never had, so it's the one you actually finish.
Here's what playing it feels like
A real question from this course. Take your best guess.
Why is it important to recognize that different stakeholders have unique 'pain points'?
Get it right to open this lesson and 23 more in the app.
Where Consumer Insights in Action takes you
- 1
The Research Mission
- The Research Brief
- The Research Plan
- 2
Gathering the Evidence
- Designing Effective Surveys
- Mastering the Interview
- 3
Making Sense of the Mess
- Segmentation and Personas
- Finding the 'Why'
- 4
The Big Reveal
- The Executive Presentation
- The Portfolio Case Study
4 sections · 8 units · 24 levels. Built to play, not to enroll.
Tomo is in ChatGPT
Tomo is also a ChatGPT plugin: the same playable courses, built and played inside your chat.
Add Tomo to ChatGPT- What to ask
- “Make me a Tomo course on black holes.” “Turn this chat into a Tomo course.”
- What you get
- Quick questions with instant feedback, hearts and stars, ready to play in about a minute.
- Where it goes
- No sign-up to start. Connect your Tomo account and your streak carries on in the app.
You pick the voice
Consumer Insights in Action is taught in the The Bestie style: your friend who just gets it. Want a different feel? In the app you can spin up the same topic in any of Tomo's teaching styles. Same facts, totally different vibe.
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Start Consumer Insights in Action today.
Download Tomo, search Consumer Insights in Action, and play your first lesson in under a minute.