Client description: Online education company

Practice area: Market Research and Analysis

Geographic scope: US

Industries served: Education; IT/Software

Services applied: Market opportunity study; competitive intelligence; Voice of the Customer

Business challenge: This company was already well established as an online education content provider. They wanted to determine the viability and go-to-market requirements for them to create content and design curriculum and courses for third party institutions of higher education, as an expansion of their business model.

Methodologies: Extensive secondary/desk research into the market fundamentals, trends and dynamics, as well as mystery shopping with the competitors. Following that, Geo Strategy Partners conducted qualitative IDIs with thought leaders and an online focus group with customer targets. Finally, we conducted an online quantitative survey with 210 respondents, targeting both public and private 2 and 4-year education institutions.

The result: We saved the client from making a mistake and losing both time and money pursuing a concept that was not feasible. The research clearly showed that the proposed business model expansion would not work as currently envisioned because traditional education institutions did not perceive that a third party provider could provide significant additional value. Our recommendation was that the client focus on different types of content and students from their existing business model rather than pursue this opportunity.