Client description: A for-profit online university

Practice area: Market Research and Analysis

Geographic scope: US

Industries involved: Online education and training, higher education, technology

Services applied: Voice of the Customer; market opportunity study; competitive intelligence; go-to-market strategy; concept testing

Business challenge: This for-profit university wanted to test the concept of providing outsourced online course development and support services to the higher education market.

Methodologies: We conducted over 50 qualitative and 200 quantitative customer interviews, conducted an online focus group, and performed extensive competitive intelligence.

The result: The research revealed that the hypothetical market was not as attractive as originally believed. As a result of our research and analysis, the client changed their market segment priorities and reevaluated their business model. Planned investment was saved as the company redirected efforts toward redesigning the conceptual business model based on market insights gathered.