• 11 October, 2026

An education product may offer assessments, certification and skills training. Its appeal depends on whether learners and the employers they hope to impress recognise its value.

An eMpulse case study explored this question for a company developing a certification and skills-assessment programme for MBA students from Tier II colleges.

Listening to the full decision chain

The research included face-to-face interviews with students, employers and institutions. This helped examine the concept from several perspectives rather than relying only on student interest.
Students associated an MBA with better career opportunities, employment and salaries. The proposed assessment and certification programme was positively received as a possible route to improving employability.
However, interest in the concept was only part of the picture.

Finding the barriers to adoption

The study identified low awareness of the certification brand. Employer recognition was also important: a certificate would have greater value to students if employers trusted it.
Pricing required careful attention because the target student segment was price sensitive. Recommendations included strengthening brand positioning and developing a two-tier product offering.

Refining the offer before launch

The case demonstrates why research should examine the promise behind an education product. What outcome does the learner expect? Who must recognise the qualification? What evidence will make the offer credible?

Key takeaway: A promising concept needs a credible brand, relevant outcomes and an appropriate price.

Planning an education or training product? Discuss concept testing and customer research with eMpulse.