How did the company use quantitative and qualitative research to inform the development of the Program?

This online education provider was tasked with developing a 'Women In Business Program' and engaged Leapfrog Research to provide insights that would feed into the Program development. Leapfrog Research conducted a state-wide online survey to collect quantitative data, coupled with a series of in-depth phone interviews to delve deeper into women's experiences of business.

How did this market research to provide clarity around their customer journey?

Based on the strategic insights and recommendations from our research, the client had a much better understanding of the ideal course content and structure; the main drivers for participation; appeal and barriers broken down by audience segment; key points of difference and suggested messaging for communication purposes. This information provided the foundations to build out a customer journey and specific customer pathways for key use groups.