EHL Group · Education · Self-initiated study
EHL is one of the world's most respected hospitality schools. I was curious: do the consumer-friction diagnostics I use on food products still work when the “product” is an online learning experience? This is a self-initiated analysis of EHL's public online offer, not a commissioned project.
Results
In FMCG, when a product underperforms, I look for friction: where does the experience break down? Digital enrollment works the same way. If a prospective student visits the platform and doesn't sign up, the question isn't “is the content good enough?” but “where did the experience let them down?”
What I found were three friction points blocking enrollment:
“The consumer frameworks I use in FMCG travel well, but they arrive under different names. What I call “taste penalty” in food becomes “commitment friction” in education. The dynamic is the same: a gap between what the product promises and what the experience delivers at the moment of decision.”Amandine Devergies
I share them in Notes on Reinvention, my newsletter on LinkedIn: short, practical, from inside FMCG innovation.
