ASSESSING THE POTENTIAL OF A HIGHER EDUCATION PLATFORM IN LATAM

Challenge

Identify growth opportunities for a distance higher education offering in Peru and the cultural and competitive challenges to becoming a relevant institution in the market.

Approach

Through surveys, we identified the attributes that build value in the category, the perceived barriers to choosing a new institution and the degree courses with the greatest potential. Qualitative one-to-one interviews helped us understand people’s motivations for studying and develop student archetypes.

Outcome

The study helped refine the brand’s academic offering and communications before launch, strengthening its local appeal and establishing a distinctive position in the market. The model was subsequently replicated successfully in Chile and Mexico, supporting regional expansion.