Researching motivators and drivers for international students and migrants
when selecting a high-stakes test, to maximise client's marketing efforts
Client: Multinational education provider
Segment: International testing
Objective: Identify the relative importance of motivators/drivers and decision-making factors when selecting a high-stakes test, to determine the most effective use of marketing budget.
A global leader in high-stakes testing sought to undertake a market research project to better understand the demand drivers of international students and immigration applicants for high-stakes English language tests.
EduWorld was commissioned to conduct market research among the two largest cohorts of international students and migrant applicants in Australia (Chinese and Indians) as a guide for the organisation to maximise the impact of its marketing efforts. The research was designed to deliver target audience insights to drive the marketing message, media and timing.
The EduWorld Solution
We undertook a two-tiered approach involving both qualitative and quantitative research designed to:
produce profiles of the test-taking cohorts
provide a clearer understanding of the decision-making factors when selecting a language test and the relative importance of each of these
deliver a clearer understanding of the timing of test-takers’ choices
identify the trade-offs that test-takers would make
identify the key influencers that ultimately helped them to come to their decision on which test to take and how to prepare for it.
The results from the research provide insights into the target audiences to deliver a set of recommendations on how to make the organisation’s marketing message more focused, through a prioritised narrative, appropriate timing and the most suitable media channels for each target group. EduWorld also identified some opportunities to realise additional revenue through test preparation materials.
"EduWorld really took time to understand the information gap we were addressing,
and learning about our business and customers. EduWorld delivered digestible information with actionable insights."
Global Marketing Manager
SCOPE OF WORK
Profiling of target audiences
Identification of key drivers
Analysis of findings
Identification of additional opportunities
Insights for recommendations to maximise marketing efforts