Category-Education
Deconstruct the perceptions, attitudes and opinions around education & career in specific to IT / BFSI.
The Challenge
This huge research was undertaken to decipher fast evolving consumer needs in the edtech sector to restage the brand identity & positioning for a client which once dominated the industry but recently was trying to stay relevant.
The Approach
We conducted 100 odd cued interactions across 7 cities with TG set of students, parents, professionals & exstudents. The interactions were structured as DI and intimate groups. The focus had to be on what has changed & in the midst noise, how do they make a decision to join a particular course or institute. What are their motivations, anxieties, dreams & influencers that governs their choices.
The Impact
The top competition was mapped on the parameters which students use to make decision and offered white spaces to tap into (for ex: – deep skilling). Finally, a clear positioning of a brand that handholds students in their journey of confusion & help decipher what’s best for “me” was recommended.