Client description: Global publishing and media company

Practice area: Market Research and Analysis

Geographic scope: US

Industries involved: Education

Services applied: Voice of the Customer, New Concept Testing

Business challenge: Global publishing and media company wants to evaluate using a subscription-based model for college-level educational audio and video courses, delivered via mobile apps. They needed to understand customer appeal and the preferred subscription model and required a partner with strategic capabilities to test subscription models, analyze the data and decide if the concept was feasible.

Methodologies: Over 1,000 completed online quantitative surveys. All respondents were qualified and screened for appropriate demographics and psychographics.

The result: The new concept was successfully validated. Research findings unveiled high interest in the proposed subscription model. Before rolling out subscription model, recommendations were made to assess alignment of current offerings with market demand; test subscription models in order to avoid cannibalizing customers; assess competitive offerings; and run price point sensitivity tests.