Sizing, Segmenting & Illuminating a Big New Opportunity

A global, household tech brand wanted to help people upskill & reskill in tech qualifications but needed foundational insight to get them there. Diving into the meaning of education from a qualitative and cultural perspective, we took these learnings into a quantitative exploration among current users to pinpoint learning goals, needs and barriers toward succeeding in the program and, subsequently, in the job market.

From a custom quantitative sizing piece, defining the market in a whole new way, illuminating a massive opportunity across markets, we then deep-dived with a segmentation study. We then whittled this down to 2 distinct audience opportunities, with clear roadmaps of how to engage them, dovetailing this in with engagement opportunities