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Introduction & Case description

Explaining the Research Challenge

The COVID-19 pandemic and the associated lockdowns imposed by Governments has triggered a digitalization surge, including the education sector. Students and learners are now used to the online or virtual learning programs.  Based on these market shifts, a leading international agency had built a POC of a digital literacy and knowledge of digital tools and products. The virtual training platforms presents an opportunity to increase the reach of the international agency’s presence in sub saharan Africa. They want to leverage the momentum of digitalization of learning to strengthen the online affinity of its clients and to build on the recently acquired digital skills of the teaching staff. 

In this regard, the agency wanted to conduct a market opportunity survey to identify the following research objectives. 

  • Identifying the potential groups for the new learning models and their interest/intention in learning new languages.
  • Preference towards online courses, blended learning or physical
  • Other courses which could be offered and interest levels in the same. 
  • Other potential locations
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Our SOlution

Qualitative + Quantitative Research

Knometrix recommended a mix of quantitative and qualitative research methodology (mix of Quant Surveys, FGDs and KIIs, based on our experience in similar assignments)

The major reason why we suggested focus group discussion were the following

  • We needed to generate in depth discussions about learning (language and other skills) also explore collective views and the meanings that lie behind these views. FGDs are particularly suited for obtaining several perspectives about the same topic. 
  • Generates a large amount of data and insights about the current learning scenario (which includes perceptions, attitude, beliefs, reasons and connections between various factors) within limited time frame.

The major reason why we suggested KIIs were the following

  • To gather more information from limited set of students who are knowledgeable about a particular learning course (Language or technical).
  • It provided an opportunities to explore unanticipated ideas (For e.g.: Difference in preference among men and women)  
  • It allows to deep dive to collect the required information. As FIIs are conducted using interview guides that list the topics and issues to be covered during a session, the interviewer can frame the actual questions in the course of interviews to extract more solid insights. 

Quantitative Research

Quantitative research was deployed to quantify the results of the qualitative stage and to discover new insights from a diversified group.

The results

360-Degree Market Assessment

Our research identified key insights from different angles. Some of the key insights include

From the current learners, 

  • Motivation/ Reasons to take up the language learning course.
  • Help in finding employment or future course of studies.
  • Financial support received.
  • Preferences towards online, hybrid or physical classes – Reasons for the same.

From Prospective Learners

  • Motivation/ Reasons to take up the language learning course – How would this help in finding employment or future course of study.
  • Mode of learning (online, hybrid or physical classes) preferred and reasons for the same.
  • Plans to finance their learning.
  • Considering other courses (Technical, Medical, Preparation courses etc) – Reasons for the same.