Market Research Study on ESOL Student Recruitment

I wanted to share a recently released white paper from the Florida Literacy Coalition. Using a market research approach, FLC conducted focus groups with ESOL students to gain insight into how best to reach prospective new learners.  Among other things, the paper explores key messages, terminology, and communication methods that may resonate with this audience.  

To view, go to




Thanks, Greg, for posting this brief summary of the focus groups conducted with English learners. I found it fascinating, especially regarding the terms potential learners use when searching for an English class online, and which terms for classes that they like and dislike. It's also interesting to learn what students want to see on a program's website. This is useful information for anyone who wants to recruit effectively.

It would be great to hear members' reactions to this report.

Take care, Susan Finn Miller

Moderator, English Language Acquisition CoP