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10MS Brand Recall Survey

10 Minute School x Innovision Consulting•Lead Product Manager•2024
Conducted comprehensive brand recall and pricing sensitivity survey across Bangladesh to understand market positioning and optimal pricing for English and Tech products.

Situation

We wanted to understand 10MS brand recall & pricing sensitivity across Bangladesh particularly in some key regions to expand English and Tech business.

Task

Designed survey for 2300 respondents across Bangladesh, in 3 divisions- Dhaka, Chittagong, Sylhet. Product categories- Kids English, IELTS and Tech Skills. Pricing Analysis method: Van Westerndorp's price sensitivity meter.

Result

Brand recall across Tech courses & English Product categories- 22 to 25% and particularly in IELTS highest 31%.

My Contribution

  • •Designed comprehensive survey methodology and respondent selection strategy
  • •Developed survey questions and Van Westerndorp pricing analysis framework
  • •Analyzed survey data and prepared comprehensive market insights report

Key Results

31%
Brand Recall - IELTS Product
Highest brand recall among all product categories
22-25%
Brand Recall - English & Tech Courses
Strong brand recognition in edtech.
2,300
Survey Scale
Respondents across 3 major divisions

Skills & Technologies

Market ResearchUser ResearchPricing ResearchBrand Recall