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Language Services Company

Market Opportunity Identification

Project Description

This company was looking at new product concepts to fuel growth in nine countries covering North America, Europe, and Asia.

The research explored market reaction to four new program concepts, estimated the size of the opportunity for each new program, and identified market segments most likely to be interested in the program.

Our work provided management with critical program feedback and estimates of market acceptance. The work was used to focus the company’s resources on those programs with the greatest potential for success in the market.

We also developed a global segmentation for the company to use in market and communications planning. It covered nine countries in North America, Europe, and Asia.

The segmentation was based on a combination of consumer motivations for foreign language training and actual experience with foreign language training. This framework was to be used in strategic planning and global communications.

The resulting segmentation identified several distinct patterns of motivation and experience and provided clear direction for market opportunity development and optimal communication platforms.