(...even if you don't love numbers!). We got you.

Run DIY research projects like a pro 

We won’t lie, market research can be a complex beast and takes many forms. Actually we should say ‘was’ a complex beast… until now.

 Our 6-module Doing Data E-course is broken down into bite-size chunks, with only the critical steps included so small biz DIYers can just get on with the job. 

+ What stands our learning model apart is that we personalise the experience with weekly Q&F forums and your one-on-one 60 minute coaching sessions. We won’t let you flounder. 

Only the gold included to get you moving and the redundant fluff
left out. #goodstuff,nofluff   

Couldn't be simpler 

So can you hear the big roar? That’s us here to cheer you on 100% and give you every tool and template you’ll need. 

You like the numbers (or at least want to lol) and are ready to change the game with rocket-fuelled data.

You want to be hands on in your business and DIY research projects with confidence, but have no one to support you

It all seems too hard: you're exhausted, you're not getting results or need the dots joined with a kick-arse system that works

You know what you want to achieve, but are overwhelmed, stuck, frustrated AF or just don't know where to start

You want to understand your customers better and use insights to powerfully shape your business

This course is for
you if:

doing data e-course

It's time.
Learn how to rocket-fuel your biz with customer insights.

We understand you just want to get on with the job and move the needle forward in your biz. If you are up for that, this course is absolutely for you. It’s self-paced and cuts to the core giving you only the information and tools you need to get moving and start sooner.

This course is written specifically for start-ups, solopreneurs, entrepreneurs and small business, particularly those interested in using customer insights and consumer psychology to help drive business, innovation and action. It’s an entry-level course for students with no or limited prior learning in the market research space. It’s for the downright doers and pocket rockets who want to get in, learn hard and implement fast. 

We know you want the key takeaways and framework to run your project, get the results and get about making impactful decisions faster. This is why we’ve stripped it back to the bare basics. Only what you need, relevant for small biz and left out the rest. So, would the purists cringe? Absolutely, but this topic needs to be relevant and on point in the vibrant, energetic and dynamic entrepreneurial environment we operate in. #dreamdelivered

Students study market research for semesters at university to master these skills (and spend a bomb), but no one has time for chunky text books in the entrepreneurial world. 

The skill with no degree



Ready to jump? Intro Price $1495 AUD
Normal Price $1995

Where each of the elements fit into the program (spoiler alert: arhh, it’s not just running a little survey)

What the most important steps in the process are and how to do them

The crippling mistakes people make, including how to avoid the BIGGEST MISTAKE of all time in the research space

Why your research plan guides the entire project

All the checkpoints …including how to ensure your data has absolute integrity

The rules for interpreting data into meaningful results

PLUS you’ll have a tool box of templates ready to fill in and roll out.

What Will I Walk Away With?

This is just as promised ….only the stuff you need to get the job done. Remember at the core, we are not conducting earth-shattering science experiments, customer insights is all about talking human to human and quantifying it.

Doing Data is all about research, insights and meaningful information, made simple. 

It’s less of the science and more of the straight-forward.     
Plus with ready-made tools and templates at the helm, there’s no question you can do it. Follow the steps laid out in front of you and customise the templates (you can remove or add parts to make them applicable).

It's all good, promise. Doing Data is a 6-module educational e-course to build your step-by-step customer research project, get real insights and drill down to find the magic that’s there.

Now we don’t want you thinking, “but I don’t know my linear associations from my chi-square tests”.  Don't worry, we break it down simply.  

What am I getting myself in for?


We cover the market research framework from woe to go. At the end of the course you’ll be ready to run your first customer insight project just like the big boys and importantly understand: 

Let's Go!

Want more? Let's roll (to enrol wink wink)

And break down the 6-week
course content adventure

Understanding the benefits of undertaking customer insight research and how it directly links to decision making in your business 

Understanding how this research contributes towards your company objectives and big picture strategy 

Defining the specific aim of your research and understanding why you are doing it

Articulating the purpose and scope of your research and measurable objectives (deliverables)

Deciding who's part of your dream team and who needs to be kept informed on project progress

Knowing which customer segments you will engage with and why

Setting specific project timeframes and assigning task responsibility

Understanding where you are in the project process.

In this module, you'll become an expert in:

Lesson 01
Killer Planning 

plus you'll get our tools:

01 Doing Data E-Course Workbook (with full Project Plan)

Understanding why putting the 'method in methodology' is key to your project outcomes (research framework)

Examining the various types of research methods available and deciding on the most appropriate method for your project (study time)

Determining the operational aspects of your project and documenting these in your Work Task Schedule

Getting specific, about detail - what sample size do you need, how long will the data collection take, will incentives be offered etc?

Collating the required information to form your formal Project Plan.

In this module, you'll become an expert in:

Lesson 02:
The Method in Methodology

plus you'll get our tools:

02 Decision Making Matrix
03 Work Task Schedule

Collating and documenting the information from modules 01 + 02 into a working document for your project

Establishing the blueprint of your project framework including evaluating risk, budget, key milestones, stakeholders, quality, resources and responsibility, skills analysis, procurement and approval

Understanding why collection tools are intrinsically linked to the success of your project, how to craft them and undertake the development of one (this is a big one)

Determining what your review mechanisms might be after the project

Don't be fooled by the lack of dot points, this is where the real work will come at you!

In this module, you'll become an expert in:

Lesson 03:
The Project Plan
(Your Queen) 

plus you'll get our tools:

04  Project Plan Template
(including quality, budget, risk, communications,
resources, procurement components)

Understanding why getting your execution strategy right is critical

Understanding the pros and cons of offering incentives to respondents

Drafting communication to your prospective respondents (including considering confidentiality/ anonymous responses)

Understanding what database you need developed and what data you need in it

The different types of distribution methods available to contact potential respondents

Finalising your Timing Plan and reviewing your collection tools (side note: why checkpoints are important)

Pressing 'GO' and starting the process.  Why you should be ready to iterate your plan or tools if need be or answer questions.

In this module, you'll become an expert in:

Lesson 04:
Exceptional Execution

plus you'll get our tools:

05 Planning Templates + Guides (each research type)
06 Incentives Plan Template
07 Recruitment Plan Template
08 Communication Templates + Scripts

Following up with respondents and making sure you deliver on any promises

Measuring your response rate and determining if your sample size is large enough

Understanding 'stats 101' and the important things to measure

Why data integrity is crucial to your overall results (and how to fix it)

Understanding how results can be used for future benchmarking, investigating data analysis theory and ....actually doing the work

Understanding how to interpret the data into meaningful results (this needs to become your jam)

Why drawing conclusions and making strategic recommendations shapes the end goal. Plus what a professional results report should include and how to write one.

In this module, you'll become an expert in:

Lesson 05:
Analysis + Reporting 

plus you'll get our tools:

09 Results Report Template

Understanding who needs to be briefed within your organisation (or externally) on the outcomes of the project

Creative ways to present your findings


Why drafting the Action Plan is essentially the end game

Why opportunities for innovation should be explored at this stage (we'll cover a different approach to innovation ....and controversially why it doesn't start with an 'idea')

How to bring a group of people along with your plan (achieving emotional and cultural buy in)

The purpose of reviewing the project and documenting an Issues Log

Understanding how the cycle repeats for your next project

In this module, you'll become an expert in:

Lesson 06:
The Action End Game

plus you'll get our:

10 Innovation Workshop Planner (+ comms scripts)
11 Action Plan + Tracker Template
12 Issues Report Template
13 Dream Data Glossary for Tricky Terms

Cheat Sheet on the BIGGEST MISTAKE NOT to Make + your 'Dataologist Degree' (yes, totally made up…. really just a certificate of completion!)

A 6-module (6 week) e-course covering the market research framework 

Access to 2x private one-on-one coaching session or SOS call (60 minutes at time of your choosing, subject to availability)

Weekly Q&A online forum (the power hour) 

Educational vids driving the program and your learning outcomes 

E-learning workbook completed throughout the process and the blueprint for your first project 

Done-for-you project templates, surveys, reports and plans….we’ve even got templates for your recruitment and communication ready to implement

One year’s login access to the course 

Check in points to see how you’re progressing and mentoring advice (…if you need us) 

Your own ‘Dataologist Degree’ on completion (….yes it’s totally a made up thing, but now you really want one don’t you?). 

All that glitters is 

So that was all a lot to take in, perhaps we can summarise it for you

turn insights into income

You're In the Driver's Seat

With superior confidence comes the feeling of being on the front foot. Grinning from ear-to-ear cause you got the inside running and have the freedom to make informed choices, not guesses.  #winning

02 two

Confidence Personified

Customer research will be your new jam, you'll drive your business forward confidently knowing what your customers really want.  #gamechanger

01 one

Well, that's all great but how will I feel?

New Gen Direction

Data driven decisions will become the new norm. You'll become more efficient at running projects and it will turn things on their head in the way you operate the cogs of your biz. Sprinkle that shit everywhere. #secretsauce  

04 four

Got Me New Skills

The framework coupled with the templates and tools will have you searching for research projects. You can be appropriately proud of yourself. You'll be able to independently run projects at the drop of a hat #yoursuperpower

03 three

Yep, I'm in!

read more

So what do you think? $1495 AUD

Understanding your community including customer behaviour    and segmentation
Industry and innovation
Branding (including pricing)
Climate assessments (if a larger organisation)

Testing packaging, design, pricing, distribution
Assessing ideas, products/ MVPs
Risk reduction
Testing growth opportunities and viability

Test messaging, mediums and media
Explore social engagement
Review content and engagement

Underlying frustrations + tasks
Experience + association
Behaviour + habits 

Once you understand the basic principles, you will find all sorts of ways to creatively introduce research into your business both formally and casually. Typically the broad types of research you'll be able to begin undertaking and apply your learnings to include:

How can I apply what I learn?

in the real world

01 Strategy Research (Planning)

03 Experimental Research (Testing)

04 Connection Research (Communicating)

02 Experience Research (Measuring)

Not too much. Remember we’re not running clinical trials into curing disease and we’re not professional statisticians; it’s customer insight research. At the core, it’s a more formal method of one person simply talking to another. We just try and quantify this information and find value in it to help drive business decisions, pivot points and sometimes, just confirmation we’re on the right track. 

01 How much mathematical sh!t is involved?

We use words like ‘the average’, ‘frequency', and basic statistics to report on the data. Anyone in business who has a general idea of their own profit and loss statements will be fine. If you can read your financial statements, you’re ahead of the pack.

If we are talking in a language that doesn’t interest you (for instance when we get to hypothesis testing or something equally enthralling) or if that’s not your jam, skip over it, take what applies to you and your interest areas.  

02 No really! How much maths stuff?

You will have immediate access to materials on enrolment. The course designed to run over 6 weeks for structure, however you can self-pace if you prefer. It depends how you approach it. You might want to work through each module progressively as you implement your first project. Alternatively you may choose to work through the entire course in theory before commencing a project. There are pros and cons for both methods (and one clearly takes a lot longer than the other). 

03 How long does the course take to complete?

We hate the idea of an unsatisfied student, however given the digital nature of this product and that all materials are available to you instantly, there are no refunds on this purchase. Instead we’d encourage you to make an informed decision before enrolling by asking us as many questions as you need, or contact us for assistance throughout the course for clarification.  You can email us at hello@dreamdata.com.au

04 What if I don’t like it or it’s not for me?
(+ Refund Policy)

Individual results from this course will naturally vary from person to person. This may be dependent on the student’s:
01 Commitment to the course and available time for dedicated learning
02 Ability to learn productively through this method (individually self guided, self-paced, online e-course)
03 Individual level of comprehension and understanding in a learning environment
04 Ability to convert theoretical learning to their own business/ circumstances and apply it in a DIY environment.

05 What should I expect?

This course is designed as ‘entry level’ for the purpose of introducing students with no significant prior learning or understanding about market and customer research. We are continually updating it to create the best version possible. As we preach, the magic for iteration and improvement comes from our wonderful students. We want feedback on how we can make this course better, easier to understand and deliver more value to our students. So please, complete our own feedback form or email us directly at hello@dreamdata.com.au and tell us how and what we can work on.

06 Does the course change?

Absolutely, fire away. The best way is to flick us an email at hello@dreamdata.com.au and we can tailor a response specifically for you.

Remember we are here to help and are only a quick email away if you get stuck mid-way through the course. Also ensure you make the most of your private 1:1 coaching session and weekly Q&A forums. 

07 But, I've still got questions?

In the interests of being completely transparent, yes, there are a couple of things to be aware of (nothing too scary). 
Private coaching sessions are required to be booked in advance and are subject to availability. Templates are provided as is, with no customised changes (although happy to take feedback for general iterations). Access to the e-course platform is valid for 12 months from the day of enrolment. No refunds are given on this purchase and results will vary from individual to individual based on circumstances (refer to Refund Policy).  

08 What's the fine print? (aka the Terms)

We don’t do things exactly by the book and that’s what makes this course so relevant for start-ups and small business.  This course is to give beginners a leg-up to get research projects planned, implemented and completed with a basic level of result interpretation and analysis suitable for the small business and current commercial environment. We make no apologies for keeping course content down to earth, relevant and relatable for our students.  You will not come out a professional statistician…so if that’s what you’re after this is probably not the right course and we’d prefer to be upfront about this.  

09 Straight Up


ok, I'm intrigued. tell me more!

I love the numbers, small business successes and a great story, so have combined all these to create Dream Data.  

What gets me up in the morning (…beside the kids)? It’s helping and educating business owners in the way power-plays are possible with customer data. My business is to know how your tribe thinks (or give you the tools), so you can get about creating your better, best business with courage and confidence.

With this comes a life you love and that’s the end game. In my world data is a superhero and speaking of which, my world became just a little more a-okay recently when I got glasses to complete the profile. Yeessss!

Hi I'm Sam and am so excited to teach you in Doing Data.  

I’ve been a corporate marketing professional, market research gal, innovation student and project management boss for over 22 years in Australia.

Meet your mentor

Chief Dataologist / Educator / MR Contributor

+ member the research society (AuSTRALIA)
+ bachelor of Mgt (Marketing)
+ Diploma Project Management
+ graduate australian institute company directors

ok, I'm intrigued. tell me more!

ok, I'm intrigued. let's chat!

Unsure? Need more info?

or get in touch hello@dreamdata.com.au

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