Concept Testing
Industry: Education

Situation
A national level teaching organization sought to conduct brand promise testing research to help solidify their value proposition to prospects (potential teachers)
Objectives

Conduct interviews with key segments (alumni, corps members and prospects) in order to ensure a single brand promise effectively addresses the needs of all constituents


Methodology

Online video focus groups with members of each segment


Findings

Based on feedback from the research, the team was able to craft a succinct brand promise that forms the basis for subsequent recruiting and promotional efforts