Background

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Pearson wanted to better understand the selection process for immigrants needing to take an English proficiency test in order to optimize their offering and differentiate themselves. To achieve these goals I worked with the team to run research, outlining the customer purchase journey, so we could understand perceptions, motivations, and personal goals of English proficiency test-takers, as well as identifying possible differentiators.

Findings revealed areas of opportunity with one big differentiator, the verbal portion of English proficiency tests are cumbersome and have serious room for improvement. So much so that customers are willing to pay more for a test that incorporates having a real person available for this portion. Through this project, I was able to provide strategic insights to give Pearson a competitive advantage and improve the user experience for customers.