Consumer Education

Consumer education differs from workplace training and formal education in the job it does for consumers. Consumers are looking for content that can inform a decision they need to make about a problem they have. In the example, a consumer wants to compare two cars and how they meet their driving needs.

Notice how the content is chunked into easily understood sections that help the consumer demystify the technical specifications jargon they find online and in sales brochures. At the same time, the piece helps the consumer define and evaluate their needs. Then, a simple tool helps them make a buying decision. At no point are they formally told what the learning objective is, although a scenario spells out their problem and how it will be solved.