THE PURSUIT OF IDEAS

Prior to launching Yonder, I spent many years as a market research analyst at GetSmarter (now 2U), a leading provider of professional short courses. 

During that time, we worked on hundreds of ideas. Some were shared with us by faculty or subject experts who were keen to develop programming in their field. Other times, we had to go looking for ideas.

Whether through vetting known opportunities or setting out to discover new ones, my experience at GetSmarter gave me a deep understanding of the nuances involved in new program ideation and research. And we did excellent work! In fact, many of the courses that were recommended by the analysts on my former team are still on offer at GetSmarter today. 

Speaking of today, currently my research informs new programme development for the University of California, Davis (for new certificates and degrees), through their Continuing and Professional Education division. In this work I employ a range of tools: job posting analytics, competitive intelligence, market testing surveys to get feedback directly from potential students, and financial modelling to compare expected revenues against costs.

What I love about my work for UC Davis is the wide span of subject domains. One day I’m researching nursing programs. The next I could be assessing the job market for manufacturing engineers, life coaches, even winemakers. Exposure to such breadth is incredibly satisfying given my generalist inclination. Another thing I love about the UC Davis work is that I get to think strategically; while I assess each individual idea in-depth, I also help figure out opportunity cost (why is it better to develop this and not that) and how the new programme would fit the group's broader portfolio strategy.  

"Chris understands the rapidly evolving nature of today’s job market. His insightful analysis on professional education and workforce development isn’t just “interesting” – it’s actionable. Chris’ research has become the foundation for our new program development efforts."

- John O'Neill, Marketing Director, University of California

Apart from researching new programmes, I’ve supported earning providers in understanding key considerations and risks of entering new geographic markets or launching entirely new product lines.

What stood out to me in these projects:

1) not all data is available on the internet (I recall the time I had to make phone calls to talk with social work programme coordinators across KZN)

2) delivering a report rarely marks the end of a project (I often integrate with in-house teams to discuss recommendations and talk through implementation challenges).

How might Yonder help your organisation launch the right programmes for the right audiences? Reach out. I’d love to hear from you.