(Source: https://pltfrm.com.cn)
Introduction
China’s education landscape is highly competitive, with parents and students increasingly seeking high-quality educational solutions. For overseas brands, understanding preferences, motivations, and pain points through qualitative research is essential to design impactful offerings.
1. Parent & Student Interviews
1.1 Needs Assessment
Method: Conduct in-depth interviews to uncover learning priorities, preferred study formats, and budget considerations.
Benefit: Aligns product development and pricing strategies with actual consumer demand.
1.2 Behavioral Insights
Approach: Explore how families choose tutoring programs, online courses, and supplementary materials.
Outcome: Guides marketing strategies and positioning for local relevance.
2. Focus Groups for Product Testing
2.1 Interactive Learning Modules
Strategy: Test e-learning tools, apps, and digital classrooms in focus groups to evaluate usability and engagement.
Advantage: Identifies content gaps and technical issues before launch.
2.2 Perceived Value Assessment
Technique: Discuss perceived benefits, learning outcomes, and satisfaction levels with participants.
Result: Informs messaging and highlights unique selling points for competitive differentiation.
3. Social Listening & Online Community Monitoring
3.1 Educational Forums & Groups
Action: Monitor platforms like Zhihu, WeChat groups, and parenting forums for discussions on learning trends and challenges.
Benefit: Detects emerging topics and unmet needs to inform product adaptation.
3.2 Influencer Insights
Method: Track parenting bloggers and education KOLs to understand their impact on decision-making.
Outcome: Supports partnerships and content marketing strategies for higher brand credibility.
4. Case Study: UK Language Learning App
A UK language learning app conducted parent and student interviews, focus groups, and social listening to tailor its curriculum for the Chinese market. By localizing content, adding culturally relevant examples, and integrating gamification, the app increased daily active users by 65% within three months.
Conclusion
Overseas brands entering China’s education sector can gain a competitive edge by leveraging qualitative research. Parent and student interviews, focus groups, and social monitoring help design products, experiences, and messaging that meet local expectations.
PLTFRM is an international brand consulting agency that works with companies such as Red, TikTok, Tmall, Baidu, and other well-known Chinese internet e-commerce platforms. We have been working with Chile Cherries for many years, reaching Chinese consumers in depth through different platforms and realizing that Chile Cherries’ exports in China account for 97% of the total exports in Asia. Contact us, and we will help you find the best China e-commerce platform for you. Search PLTFRM for a free consultation!
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