An online language school isn’t just about content creation, teachers and delivering brilliant lessons. Of course, these are incredibly important, but we also want to be able to understand our students, so we can deliver the best possible experience for them. That’s where Amira comes in. She works at Lingoda’s HQ to understand who our customers are and how we can create the best language learning experience for you.
What does a consumer insights manager at Lingoda do?
My mission is to deliver actionable insights by weaving the voice of the consumer into the heart of every decision. Basically, I design and execute qualitative and quantitative research projects to help the company to gain a deeper understanding of our students by knowing who they are and what they need.
I am passionate about knowing our students, understanding their needs and how we can improve their learning experience with us and allow them to fully enjoy the language learning process. Implementing consumer research in a start-up like Lingoda that aims to change people’s lives for the better and help them achieve their goals makes my everyday job incredibly meaningful.
Why is consumer insights and research important?
Understanding our customers means that we make better-informed decisions. By considering our main target audience we can create proper, informed strategies.
What does an average day look like for you?
It’s a mix between discussing a new project, designing a new research project, executing or communicating the result!
You decided to move into the world of online education – why?
I always appreciated online learning because it helped me personally to learn different interesting topics with my busy life. We are always saying that online learning is the future of education and it was hard to believe but now I am lucky that I moved at a time that the awareness of online learning and its advantages is better than ever.
Do you think learning languages can have an impact on someone’s career?
Learning a new language is not only great to get to know and experience a new culture but also to expand our world view and experiences. Learning languages can also really help us broaden our minds. Languages help us make our dreams a reality in our career and, on a personal level, is truly a life-changing skill to have.
What tips would you give someone who is looking to move to consumer insights and research?
In my opinion, market research is one of the most exciting and inspiring jobs. You will be surprised by the learning curve in this career, so be prepared!
Besides reading and improving market research skills, learning about consumer behaviour is very useful. Also play the consumer role, by this I mean participate in surveys or user-testing so you can feel what it’s like to be “on the other side”.