Case Study: a for-profit university saves planned investment by reevaluating its B2B business model with Greenbook

For-profit University saves planned investment with Greenbook after 50+ qualitative and 200 quantitative interviews

The customer, a for-profit university, worked with vendor Greenbook to test the feasibility of a new B2B business model for providing outsourced online course development services. Their challenge was to determine if the market opportunity for this venture was viable before making a significant investment.

Greenbook implemented a solution involving over 50 qualitative and 200 quantitative customer interviews, an online focus group, and extensive competitive intelligence. The research revealed the target market was not as attractive as believed, which led the client to change their market segment priorities and reevaluate their business model. This saved the planned investment as efforts were redirected.