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English Language Learner Study

Background of the English Language Learner Study project

The client would like to:

  • Research on the opportunities and challenges for introducing its app-based curriculum in Singapore
  • Develop an entry strategy in Singapore
  • Identify potential clients for partnership agreements
  • They would also like to have at least 1 school client by 2023.

Approach

The study was conducted through desk research on the analysis of the local market as well as competitive analysis in Singapore. We then conducted online in-depth interviews with decision makers of the language curriculum (i.e. principals and educators) from:

  • Enrichment centers
  • Childcare centers
  • Private Kindergartens
  • Public Kindergartens
  • International Primary Schools

Findings

From the findings, we found that there is a low awareness towards this curriculum, but also found what was the unique proposition that the client could focus their marketing on. The client was also better able to understand the local Singapore market on the English Language Curriculum, as well as how they would be able to enter this space.

Application

The client was happy with the results and are currently taking a deeper look into our report, where they are looking at the steps ahead and are likely to conduct another follow-up study to find out even more.

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