Client Context

Our client needed to understand the size of the potential market, its landscape, and customers’ evolving needs as they considered entering Japan's higher education English Language Training (ELT) space.

Our Approach

We tailored the study into three phases:

• Market Sizing, using top-down and bottom-up analysis to arrive at an accurate addressable market for our client’s English language training product
• Needs of Customers, broken down by key segments and subsegments following structured interviews with key stakeholders in the Japanese higher education space
• Product Benchmarking, including a comparison of key competitors’ strategic marketing plans and product successes, leading to a showcase of features for ‘best in class’ ELT products and marketing strategy

Impact

Our market research provided actionable insight into key market segments and subsegments in the Japanese higher education ELT space. We reported on trends in the market, as well as offered a deeper understanding of leading competitors’ existing product and marketing strategy. Our client utilized these insights to tailor its ELT product to the needs of its higher education target segments and to compete with the English language training products and services already available in Japan.