Market opportunity study for an online education company of potential new product offerings across multiple industry vertical

This client was interested in conducting research to explore the extent to which their internal competencies could be leveraged to meet the operational needs of corporate consumers in three unique areas: leadership development, non-degree credentials and human capital management in the healthcare and IT verticals They needed help in the execution of a broad market opportunity study across the three areas to allow them to narrow their scope of options for in-depth examination, validation, and concept testing. Once the scope was narrowed, we also short-lisetd and vetted potential acquisition targets.

We conducted 55 qualitative IDIs with thought leaders and competitors and then conducted an online quantitative survey with 250 respondents.

A detailed report that provided sophisticated data analysis through tools such as Brand Battleground, What Customers Want, Stated vs. Derived. The report provided the client with detailed information on:

• Competitive landscape
  • Market leaders
  • Pricing models
  • Acquisition or partnership targets
• Market growth trends by industry vertical and type of training
• Purchasing behavior by industry vertical and type of training
• Product value drivers
• Unmet needs
• Barriers to entry
• Feedback on all three concepts
• Deep dive into the two most promising concepts
• Strategic messaging recommendations on product development, pricing models, and sales targeting