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Cambridge University Press

Global brand architecture review

The brief

Cambridge University Press English Language Teaching (ELT) division came to Shift Learning with a brief to support them in a comprehensive audit that would uncover the sources of their equity and identify the key attributes that may be better leveraged to deliver a refreshed brand architecture framework.

The results of this research would be used to ensure that all Cambridge University Press ELT outputs are synchronized with optimal brand positioning across product lines, publishing media and communication channels.

Our approach and methodology

Working alongside the internal market research team, Shift Learning took responsibility for 2 key areas of this intense, 12-week project: conducting a full social media audit of the Cambridge and competitor brands and coordinating, running, and analysing online focus groups with ELT professionals on 5 continents. We held 11, 2-hour online focus groups in 10 countries with nearly 150 ELT professionals having participated.

  • Collaborative development of online group guides in 8 languages, utilising creative questioning techniques to understand participants’ subconscious attitudes towards ELT publisher brands.
  • Recruitment of ELT professionals taking place at a challenging time of year with religious holidays being observed in the Middle East and many institutions closed for the summer.
  • Transparent communication via regular progress updates and interim deliverables which allowed the client to review key findings and modify subsequent stages of the research.
  • Detailed and sector-specific analysis of over 2000 pages of qualitative data using leading data analysis software ATLAS.ti.
  • Advice and consultancy services on other key areas of the research design and execution.
Delivering results and value to our client

The Shift Learning team brought critical market research and educational publishing experience to Cambridge University Press, involving:

  • 3 detailed reports – rich with infographics and respondent quotes – delivered within 3 weeks of phase completion
  • Actionable recommendations on brand positioning and future strategic directions
  • A full, face-to-face presentation of research findings to senior marketing executives
  • Provision of complete anonymised transcripts of all focus groups for use with other related projects as applicable