Background
An edtech startup planned to launch a subscription-based online learning platform tailored for high school students preparing for competitive exams. To ensure product relevance and market success, the company undertook a detailed market research study.
Research Objectives
- Identify key challenges faced by students and parents in competitive exam preparation.
- Evaluate preferences for digital learning tools and content delivery formats.
- Understand pricing sensitivities and competitive positioning in the edtech market.
Methodology
- Secondary Research
- Reviewed industry reports and academic publications on trends in online learning and competitive exam preparation.
- Analyzed competitors’ platforms, focusing on pricing models, content quality, and user engagement strategies.
- Primary Research
- Surveys: Reached 2,500 students and 1,000 parents to understand study habits, technology preferences, and willingness to invest in digital learning.
- Focus Groups: Conducted sessions with students, parents, and teachers to explore desired features, challenges with existing platforms, and expectations for support services.
- Interviews: Engaged with education experts and exam trainers to gain insights into effective teaching methods and curriculum requirements.
- Data Analysis
- Performed conjoint analysis to identify the most valued features, including live classes, doubt-solving sessions, and adaptive testing.
- Segmented the target audience by academic performance, geographic location, and access to technology.
Key Findings
- 80% of students preferred platforms offering live interactive sessions with instructors.
- Parents valued affordability and platforms that tracked their child’s progress.
- Students from rural areas faced challenges with internet connectivity and preferred offline access to study materials.
Outcome
The company launched an online learning platform offering live classes, AI-driven personalized learning paths, and downloadable study content for offline use. A tiered pricing model catered to diverse income groups, while collaborations with NGOs ensured accessibility for underserved students. Within a year, the platform registered over 50,000 users, gaining a 15% market share in the competitive exam segment.
This case underscores the importance of comprehensive market research in designing education solutions that address diverse needs, ensuring market relevance and scalability in the edtech industry.