How Data-Driven Research Helped a Higher Education Provider Avoid a Costly Business Decision
When a higher education provider faced losing clients to a competitor offering professional certification programs, they turned to me for help. Their initial response to the challenge was to develop their own certification programs in emerging technologies like cybersecurity, AI, and UX. However, they set a price point of $1,500—significantly higher than the market standard—and moved forward without conducting proper market research or understanding their target audience.
Despite their internal experience with online education, they lacked the in-house expertise to develop and market their own courses. They didn’t have CX, UX, or content development teams, nor did they perform foundational research to validate their assumptions about the demand for their certifications.
My Role: Delivering Critical Market Insights
The company initially reached out to me through a recommendation, after struggling to develop a media strategy for their new certification programs. They were unable to provide vital information, such as market volume and target audience preferences—critical gaps that needed filling before they could move forward.
As an expert in customer research, I knew their success hinged on an informed understanding of their audience. Through in-depth research, I could help them uncover not just data to support their product launch, but insights to shape their strategy and avoid costly mistakes.
My Approach: A Data-Driven Research Process
From the start, I could see the organization had low CX maturity. Their focus was on finding data to support their assumptions. But I always ensure my research is comprehensive and unbiased. Instead of delivering the validation they expected, I aimed to provide insights that would challenge their thinking and prevent a potential financial disaster.
Given their budget constraints, I designed a research strategy that maximized their investment by combining qualitative and secondary research. My goal was to provide them with a complete understanding of their target market and competition.
Here’s what I delivered:
25 moderated 1:1 interviews to gather in-depth qualitative insights
100 participant unmoderated survey to capture broader data trends
100 participant large-scale remote focus group to explore group behaviors and preferences
Extensive secondary research on market trends, competitors, and emerging opportunities
This blend of qualitative and quantitative research allowed me to provide a full picture of the demand, pricing expectations, and customer behavior patterns that would influence their business decisions.
Qualitative Research Goals
Identify what prospective students expect from certification programs and their motivations for pursuing them
Determine the most important decision-making factors for selecting a certification
Explore how students find and evaluate professional certification programs
Understand the target audience for certifications in emerging technologies and the key demographics likely to pursue them
Analyze the competitive landscape to provide a clear picture of the market and competitors
Results: Data-Driven Insights for Better Decision Making
Through my research, I uncovered several critical insights that helped the company reshape their approach:
Market Growth: While demand for certifications in emerging technologies was growing, the market was saturated. Prospective students favored well-known brands like Google over lesser-known providers
Price Sensitivity: The $1,500 price point was far too high. Most participants were unwilling to pay more than $500, with many opting for free resources if available
Competitor Analysis: The company’s direct competitors were leveraging strong brand recognition and lower price points, making it difficult for my client to compete without a solid differentiation strategy
Ultimately, my research revealed that their current strategy was misaligned with market realities. My findings led to a shift in their thinking, helping them avoid a risky financial investment.
The Value of Comprehensive Customer Research
This project highlights how critical customer research is to business success. Without conducting proper research, companies can make high-stakes decisions based on assumptions, leading to significant financial losses. My ability to uncover actionable insights, even on a limited budget, helped this client see the broader market picture and make informed, data-driven decisions.
How I Can Help Your Business:
This case study is just one example of how my customer research services can help businesses at all stages of their growth. Whether you’re looking to validate assumptions, explore new markets, or gain a deeper understanding of your customers, I provide customized, data-driven research strategies that inform smart business decisions.
Curious about how I can help your organization? Explore my customer research services or get in touch for a free CX consultation today to start making more informed, customer-centric decisions.