Client description: Global nonprofit training and certification organization

Practice area: Market Research

Geographic scope: SE Asia, UK

Industries involved: Healthcare, Education, Energy

Services applied: Market Opportunity Study, Voice of the Customer, Competitive Intelligence, Brand Perception & Awareness, Multi-country study

Business challenge: In efforts to grow the existing business globally, client wanted to develop a clear and strategic understanding of the needs and behaviors of members, customers, and quality professionals who are not currently associated. Part of the objectives were to understand new product opportunities and targets by country/region; understand optimal resource allocation; develop metrics to track progress against association objectives; and develop marketing/communication tactics.

Methodologies: In depth secondary research used to create market model and 216 quantitative surveys to measure and benchmark market size, awareness, barriers, competitors and create personas for most valuable targets.

The result: A thorough report covering target respondent profile, training and certification trends, interests, market size (spend and share), market profile, market attractiveness, key decision drivers, preferred suppliers, and information sources. Strategic recommendations were provided on new product opportunities, targets, marketing communication tactics and optimal resource allocation. Report included graphs and analytics on supplier value drivers and unmet needs. Overall, strategic recommendations for the South East Asia region involved increasing the value proposition of memberships, sell at a higher level in the organization and maintain the cost of membership. Be the authoritative voice and thought leader of all things related to quality. They need to build on good reputation, expand awareness and brand association. Make local government entities/authorities a partner rather than a competitor. Corporations wield significant influence over the professional behavior of employees – message corporations and train the trainers. Offer and promote programs, certifications, standards and tools underserved by competitors. Build a quality community to promote and support delivery of quality tools. Recommendations for UK involved decoupling membership from access to quality resources. Raise awareness of the value of certifications and differentiate them from certifications offered by other quality associations and entities. Address the crucial value drivers that are also unmet. Co-opt global members to energize their local offices in the UK to be ambassadors and champions for the brand and community. Success is dependent on building this type of reputation and brand association. Make local government entities/authorities a partner rather than a competitor. Feature success stories and position as training partner.