As business professionals, we often need to know about the ins and outs of a particular industry. Maybe you’re working with a new client or starting a new job. Perhaps it's a valuation case, merger, or market assessment. Or maybe you just need to understand what's going on now and in the future within your own rapidly changing business environment.

Industry research, especially if it’s emerging or new to you, requires specialized knowledge of what to expect, best practices, sources, and strategies for getting the kind of information you need to make decisions and move forward. Without a focus or process for navigating industry sources, this type of research can be costly and time-consuming.

In this course, Marcy Phelps shares her expert tips for industry research, including choosing the best sources, staying focused, and taking advantage of analysis tools to find the meaning in your results. Marcy will walk you through the three phases of industry research, including discovering what you know and don’t know, searching authoritative sources, and monitoring for updates. At the end of this course, you will be able to adapt and apply this process to your own industry research, even if you don’t have a lot of budget or spare time.

Course Key Concepts: Industry Research, Market research, Market intelligence, Online Research, Research skills, Business research, Information discovery, Business planning.

Learning Objectives
  • Explore the key areas of focus for industry research and the kinds of information they offer.
  • Identify the five top challenges of industry research and best practices for getting the most out of your research.
  • Recognize the differences between information search, discovery, and monitoring, and how they apply to industry research.
  • Discover how to prepare for industry research so you can save time and use the best sources.
  • Identify the three phases of industry research and the strategies that you can use forgetting up to speed in any industry or market.
Last updated/reviewed: August 11, 2023
Course Complexity: Foundational
No advanced preparation or prerequisites are required for this course.
Education Provider Information
Company: Illumeo, Inc., 75 East Santa Clara St., Suite 1215, San Jose, CA 95113
Contact: For more information regarding this course, including complaint and cancellation policies, please contact our offices at (408) 400- 3993 or send an e-mail to .
Instructor for this course
Course Syllabus
  Introduction to Understanding and Staying on Top of Industry Trends2:20
  Areas of Focus5:12
  Challenges and Best Practices6:50
  Industry Research-More Than Search4:12
  Planning for Industry Research9:36
  Industry Research - Strategy - Discovery10:12
  Industry Research - Strategy - Search11:16
  Industry Research - Strategy - Monitor6:20
  Industry Research - Conclusion2:32
  Understanding and Staying on Top of Industry Trends58:30
  Slides: Understanding and Staying on Top of Industry TrendsPDF
  Understanding and Staying on Top of Industry Trends Glossary/ IndexPDF
  Handout: Industry Research-ChecklistPDF