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A foundation wanted to determine the long term potential of an educational offering which they had just launched
Client description:
Foundation / Membership Association
Challenge:
Client needed to understand the overall market for memberships and was interested in determining if there was sufficient market demand to continue offering a leadership development program for executive leaders.
Methodologies:
Extensive secondary research to identify, profile, and rank qualifying organizations in the region. Research led to 41 qualitative in-depth interviews (IDIs) with CEOs, Presidents, Executive Directors and mid-level management professionals.
The result:
Delivery of a detailed report displaying the varying professional development needs of mid-career professionals and CEOs, size of the addressable market, how foundations (targets) differ, interest in leadership program, likes & dislikes of competitor programs and thoughts on the ideal leadership program.
Findings unveiled some misalignment between the program premises and target foundations. Mid-career professional development was more about enrichment rather than advancement. It was also very challenging to design a suitable program as every foundation and executive exhibited a different need. As a result, a recommendation was made to discontinue the program. Nevertheless, thoughtful analysis was required to determine if it was possible to develop a universal program addressing all needs vs. unbundling program contents and offering them as individual services.
Geographic scope
US
Industries involved
Education
Services applied
Brand Perception and Awareness,Competitive Intelligence,Market Opportunity Study,Voice of the Customer
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