Client Context

Our client, a global provider of English language assessments (ELA), wanted to gauge market opportunity within corporate segments of the Brazilian assessment market.

Our Approach

We conducted the study in three parts:

Part 1: Competitor intelligence and test taker volume allowed us to zero in on major competitors who were subsequently profiled.

Part 2: We interviewed HR personnel in corporations to grasp potential market size and end user preferences

Part 3: We conducted macro-level analysis across the following themes to identify opportunities for ELAs within corporates:

• Overview of English Usage in Country
• English Language Training
• Government Initiatives
• Corporate Landscape
• Industry Analysis
• Regional Analysis

Impact

Our evidence based recommendations identified opportunities in the most attractive ELA segments, as well as an understanding of the decision process regarding assessment adoption within Brazilian companies. Combined with insights into our client’s competitors, our study allowed the client’s marketing and product teams to determine investment priorities and best paths forward to grow their assessment business in Brazil.