Addressing The Issues
In 2014, RMIT Vietnam stood at a pivotal decision, planning an ambitious expansion of its academic portfolio with a suite of new bachelor’s and master’s programmes across its Ho Chi Minh City, Hanoi, and Da Nang campuses.
However, launching these new courses required more than just ambition; it demanded clarity. To ensure success, RMIT Vietnam needed a holistic understanding of how the market would receive these proposals. They sought a reliable estimation of market potential to construct a realistic launch plan. Consequently, the university recognised the need for a comprehensive research study to uncover overall market needs, identify critical gaps in education and labour, and profile the target audience's reactions to the new programme concepts.
The Approach
To provide the most robust and comprehensive picture of the market's volume and value, Decision Lab proposed a Bespoke sampling strategy. The primary objective was to clearly define who constituted the true target audience for RMIT and to determine a representative group from the sampling universe.
The study was designed to cut through the noise, focusing on three key areas: identifying specific need gaps, measuring the potential of the proposed programmes, and gauging price sensitivity. Decision Lab’s approach ensured that the data collected was not just vast, but relevant, helping to pinpoint the exact segment of prospective students whose educational aspirations aligned with RMIT’s new offerings.
The Impact
Decision Lab delivered a big-picture view of the educational landscape, mapping out industry expectations, opportunities, and required skill sets. Crucially, the study illuminated the distinct differences between prospective learners and competitors’ students regarding their perceptions, expectations, and decision-making drivers.
Armed with these insights, RMIT Vietnam was able to refine its new programmes to precisely meet the needs of potential customers. The research bridged the gap between academic planning and market reality, providing the strategic foundation necessary for a successful launch. By understanding the drivers behind student choice, RMIT could move forward with confidence, knowing their new curriculum was tailored to the demands of the modern learners.