Client
Africa Leadership Group, ALX Ethiopia
Sector
Education
Key activities
User and customer research and definition, Persona development, Quantitative assessment, Landscape assessment, and market entry recommendations
Market Assessment for New Product Launch
Our repeated partner, ALX, a leading technology training provider under the African Leadership Group, aims to create transformative learning experiences that empower the next generation of African leaders. To further advance its mission, ALX sought to launch a learning program targeting a younger demographic.
ALX wanted to understand its potential customers, identify target groups, and gauge the reception of its new model to address students’ and parents’ concerns while tailoring its offerings to better meet their needs. The primary objective was to understand how higher education is perceived in Ethiopia, particularly in Addis Abeba, by prospective university students, parents, and other stakeholders. Additionally, it sought to explore how ALX’s proposal resonates with these stakeholders and identify who would be drawn to its latest offering.
We outlined three main approaches to address ALX’s questions: trend analysis, user and customer research, and price mapping. The trend analysis involved understanding macro, micro, and sector-specific trends in Ethiopian higher education, including the increasing prevalence of digital courses and programs.
Through user and customer research, we conducted interviews and card-sorting exercises to capture the hopes, wishes, and concerns of school administrators, students, and parents. These in-depth engagements formed the core of our insights into how customers perceive Sand’s offerings, how well these resonate with them, and what they need to succeed in such a program. These findings helped us deliver recommendations to ALX on how to review and restructure their offerings.
The price mapping showed how ALX’s market entry compared to similar offerings in the city.
The project concluded by defining user profiles, outlining customer personas, and reviewing how marketing messages resonate with these groups. Our comprehensive recommendations included key insights on positioning, approach, and the additional support required to ensure the program’s content thrives in the local context.
