Case Study

The world is shrinking at an accelerated rate with new cross border connections being built every day. In today’s world the importance of learning English as the international language cannot be understated. Despite the language becoming increasingly important the standard of English may have fallen since Bangladesh’s independence in 1971. Although English is a compulsory subject that is taught in schools it is often regarded as a fearsome and difficult subject amongst students and teachers alike. This is largely due to the fact that learning to listen and speak in English requires Bangladeshi students to practice in a crowded classroom which inspires fear that leads to a dislike for the subject altogether.

Considering the current climate in Bangladesh that’s where Ghoori Learning, a fully digital learning service sought to appeal to the need of Bangladeshis with easy English programmes. The product, however, can be difficult to sell as not every consumer would be willing to invest the time it takes to learn a second language and to battle against the natural drop in language learning ability after a certain age. Hence it’s essential to target a specific set of customer and here’s where ADA can help.