is a brand new digital training game for market research and is available as
part of the online Introduction to Market Research.
Designed for those starting out in the industry, this
interactive training game challenges a user's ability to apply market research
Participants create a research program to build the elements
of the marketing mix and then launch a new
virtual brand. On completion users receive model answers and a benchmarked personal score.
The simulation offers a great way to embed knowledge
gained from the Introduction to Market Research and test this in a business scenario. It also gives users and their
superiors a measure of current competence.
What does it test?
Microlaunch Online® assesses a participant’s ability to:
• Design research stages
• Apply qualitative & quantitative research methods
• Use insights from research findings
• Control a budget.
How does it work?
Guided by an avatar, participants develop and launch a
virtual brand, utilising six research stages. Users must design each stage and
place it in the correct sequence, while keeping to an allocated budget.
The game opens with the project background and an optional
study section revising key research principles.
The real simulation begins with the stage one brief.
Participants use drop-down lists to design a research method and select an
objective, method, sample/cost and stimulus. Users get two attempts to submit
the correct research design. If successful then data collection occurs and they
receive a findings report. Participants then use these report insights to
inform the stage two brief, and so on. Correct designs are rewarded with a
bonus while errors are penalised from the budget.
After six stages the virtual launch is complete. A final
‘Learn’ section provides model answers and key lessons before users receive
their scores and certificate.
to Market Research
Microlaunch Online® is only available through this invaluable online course, providing a basic grounding in the research process.
The course is knowledge-based and covers the role of market and social research in society and business, as well as introducing the stages involved in designing and planning effective research.
Successful completion of the course provides the perfect entry route to an MRS qualification - the MRS Certificate in Market and Social Research.