Case Study: QUTeX shapes a market-leading leadership program with GWI and BCM Group

How they used intricate data to help a key client develop a leading product

The customer, BCM Group, an independent Australian agency, partnered with their long-term client, the Queensland University of Technology (QUT). QUT's professional development division, QUTeX, needed to develop a new executive leadership program but lacked the market research to validate their assumptions and ensure they were targeting the right audience of aspiring C-suite executives. They commissioned a custom survey through GWI to overcome this challenge.

The solution was a detailed two-stage segmentation study using GWI. This research identified key target personas, their motivations, and the program features they desired, while also revealing a segment to avoid. These GWI insights directly informed the course's structure, content, and pricing. As a result, BCM and QUT confidently launched a well-positioned product, and the findings continue to provide value by being applied to other related projects within the university.

BCM Group

Chris Platt

Director of Media and Engagement