Client description: Global professional association

Practice area: Market Research and Analysis

Geographic scope: North America, Europe, Asia, South America, Middle East, Africa

Industries involved: IT, financial, telecom, energy, manufacturing, healthcare, construction, government

Services applied: Industry analysis; multi-country study

Business challenge: This global professional association wanted an industry analysis done of its members to benchmark key factors in order to assess the health of their certification programs and adjust to the needs of their “customers” accordingly.

Methodologies: We conducted an online quantitative survey of more than 2,000 respondents from around the world. We used the analytical technique “Max-Diff” to get to information required by the client. This technique uses a series of questions to tease apart the relative importance of different items by putting them in competition with one another. By repeating this several times with different item combinations and applying choice modeling statistical techniques we can uncover the values that each respondent has for different attributes.

The result: The client received a detailed report that provided them vital information about their professional members: current practices, how and where they are being employed, salary and experience levels, as well as the key skills/attributes that they felt they needed to succeed in their jobs. Using this information, the client was able to conduct a thorough review of their certification programs, updating them to meet the needs demanded by the market.