Project Background
The Client, a global language testing and assessment services provider, wanted to understand the competitive landscape in its main markets worldwide. They intended to restructure their product portfolio for current and potential customers in the educational sector. Moreover, the Client aimed to gain in-depth knowledge of the drivers impacting the decision-making process around adopting and using language assessment tools.
To support these objectives, Evalueserve designed a comprehensive market research approach that enabled the Client to recognize commonalities and distinctions among decision-making groups across five markets.
Consequently, the Client was able to pinpoint the key factors influencing customer engagement with language assessment solutions, leveraging opportunities in critical markets for their portfolio.
The Challenge
The Client's primary goal was to gain insights into the market landscape and decisional process of educational institutions for language assessment solutions in five markets across Europe, Asia, and Latin America.
The project objectives were centered around four key areas:
- Market understanding: Explore the latest trends, the landscape, and market dynamics for language assessment solutions in the Education sector.
- Map the decision-making process: Analyze customer needs, key decision drivers, participants involved, and adoption barriers, and how these align with the client’s offerings.
- Competitive intelligence: Identify and evaluate the main competitors, understand their market position, and benchmark against the Client’s offerings.
- Portfolio testing: Assess the Client's current language assessment offerings for the education sector and identify potential market opportunities.
The Solution
Evalueserve developed a comprehensive research strategy to generate B2B and B2C insights, enabling the Client to make informed, evidence-based decisions. Our approach included:
- 40 in-depth qualitative interviews with school decision-makers, education experts, and policymakers to gather nuanced perspectives.
- A carefully designed quantitative survey reaching 400 school decision-makers and influencers, as well as 400 parents of students, to capture broad-based sentiment and behavioral insights.
- Extensive desk/secondary research to validate primary findings, identify macro trends, and cross-reference insights across markets.
The Outcome
The research outcomes were shared among the Client's leadership team, including country-level and global-level decision-makers.
Evalueserve’s key research insights and recommendations assisted the Client in:
- Creating opportunities for targeted marketing and relationship-building efforts toward the key decision-makers and influencers identified for the provider selection process.
- Tailoring its positioning against existing competitors, based on the attributes resonating most strongly with the brand.
- Formulating country-specific go-to-market strategies and customizing the product launch for each market.
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Overview & Impact
Evalueserve helped a global language testing provider understand the competitive landscape and restructure their product portfolio. This enabled the Client to make informed decisions and optimize their expansion strategies.
