Case Study

Identifying Motivating Factors Behind Professional Certifications

Issue:

A leading professional society that offers professional credentialing sought to understand users’ desired outcomes from certification and educational offerings.

Approach:

Conducted a series of webcam-enabled, online hybrid focus groups, utilizing our proprietary (IQ)2™ platform.

  • Assessed users’ objectives, level of satisfaction and unmet needs relative to the existing programs.
  • Qualitatively identified drivers of program selection.
  • Uncovered reasons behind selection of offerings.

Results:

Delivered initial recommendations that would increase the appeal and utility of its educational offerings. Subsequently developed and completed survey to test, quantify and prioritize the qualitatively generated concepts.

Guided the development of next-generation programs.