Futurist research that showed a language school what keeps students, where it loses them and which decisions to invest in next
In brief
Futurist helps young professionals start speaking a foreign language for their own goals: career, relocation, travel. Lessons adapt to a busy schedule, and students feel the result in real conversation.
The team wanted to understand what students pay for, where motivation gets lost and which decisions would drive the school’s growth. We began with a strategic marketing session with the team, then talked to students — long-term learners, graduates, people who came only for a trial lesson and those who chose another school.
The research findings belong to the Futurist team. This page shows the method and the structure of the findings; the findings themselves are hidden.
Method
Students shared what they “hire” a language school for
[Jobs to Be Done]
The method treats learning as a “job” a person hires a school to do: land a new role, relocate, speak confidently while traveling. We asked Futurist students about the situation in which they started looking for a school, the progress they expected and the moment they decided to stay or leave. The business questions for the interviews were defined together with the team at the strategic marketing session.
[Who we talked to]
- Long-term students
- Course graduates
- People who came for a trial lesson
- People who chose another school
What was happening in your life when you started looking for a school?
What did you compare Futurist with, and what was the deciding factor?
How did you know the lessons were working?
What could have made you stop?
What made learning easier?
Student answers are hidden: the research results belong to the Futurist team.
What they value
Why students stay
Students value and .
Especially important is the ability to .
Especially important are .
Students value , as well as .
What matters is .
The chance to .
Findings and student voices sit under noise, just as in the report for the team.
Brand
Futurist is seen as and
Student associations change on their own every 6 seconds. Browse with the arrows, by swiping or with the ← → keys.
The brand findings stay with the Futurist team.
Churn points
Where students quietly leave
Students quickly lose interest if .
Clients feel .
Even with technically strong teaching, .
Users need .
The names of the churn points and the reasons behind them stay inside the team.
Hypotheses
Business hypotheses for product, service and communication
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[Personalization]
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[Personalization]
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[Personalization]
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[Technology]
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[Technology]
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[Technology]
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[Formats]
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[Formats]
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[Formats]
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[Formats]
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[Progress]
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[Progress]
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[Teachers]
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[Motivation]
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[Motivation]
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[Motivation]
The hypotheses and implementation priorities stay with the Futurist team.
Result
Futurist got a retention map: the reasons students stay and keep paying, and the points where the school loses them. Every churn point has an answer — business hypotheses the team prioritizes by their impact on retention, average order value and new revenue streams.
Product and communication decisions now rest on the voice of the customer.
What we’ll do for you
Research that shows where your business loses customers and where it can earn more
For when the product is growing while retention and repeat purchases stand still. We’ll start with a strategic marketing session with your team, talk to customers who stayed and who left — and turn it into a growth plan: what to strengthen, what to cut and where to invest first.
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01 In-depth interviews The real reasons customers pay, stay or leave. -
02 Customer journey Stages from first contact to repeat purchase — and the places where the business loses money. -
03 Findings What to strengthen in product, service and communication so customers stay longer. -
04 Business hypotheses Growth decisions prioritized by revenue impact. -
05 Business results Metrics that show the effect: retention, LTV, average order value.
Team
- Agency
- DOGMA
- Scope
- Strategic marketing session, Jobs to Be Done research, in-depth interviews, customer experience analysis, product development decisions
- Client
- Futurist
