Client Context

Our global client, a provider of English language assessments (ELA), sought to assess market opportunities within corporate segments of the Brazilian assessment market. This included third-party HR, staffing, and recruiting firms, executive search companies, and HR functions within corporations. The client aimed to identify opportunities, obstacles, and develop a strategy to capture market share.

Our Approach

The study comprised three parts:
Part 1: Analyzing competitor intelligence and test taker volume, we profiled major competitors to gain insights.
Part 2: Conducting interviews with HR personnel in relevant sectors, including third-party recruitment firms, executive search companies, and corporations, we assessed potential market size and end-user preferences.
Part 3: Macro-level analysis across themes like English usage, training, government initiatives, corporate landscape, industry, and regional analysis helped identify ELA opportunities.


Our evidence-based recommendations unveiled attractive ELA segments with potential in the Brazilian market. Understanding the decision-making process regarding assessment adoption, combined with insights into our client’s competitors, the client's marketing and product teams could prioritize investments and strategize growth for their ELA business in Brazil.


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