Needs analysis is definitely the foundation of effective business language training. Without a clear understanding of what learners require in their professional roles, language courses risk being too generic or irrelevant. A well-structured needs analysis ensures that language training is tailored, practical, and aligned with business objectives and individual learners’ needs. If a trainer has a good understanding of a learner’s job and needs, they can create, adapt, and customize materials for that context. This can take a lot of effort on the part of the trainer, which is why customized lessons are generally much more expensive than standard, generic, off-the-shelf business English courses.
Where does needs analysis fit into your overall course design? The training context is important, as most pre-service courses are taught according to a syllabus or coursebook, and needs analysis is less important for these types of courses. However, needs analysis is the holy grail of business English training. It is “Analysis” in the Analysis Design Develop Implement Evaluation (ADDIE) model of instructional design.
The first step of any needs analysis is identifying the learners and their job roles. This will involve a deep dive into the industry and activities of their company departments. A finance manager will have language needs that are different from those of a software engineer. They will use different vocabulary and communication styles. Understanding the specific responsibilities of each role allows for training that focuses on relevant language skills, whether it’s handling negotiations, giving technical presentations, or managing client interactions.
Once the learners’ roles are clear, it’s important to determine the scope of the analysis. What specific language challenges are they facing? Are they struggling with written communication, verbal fluency, or industry-specific terminology? Use open questions to help you find out what their priorities are. For example:
- What do you need to be able to speak about?
- What do you find difficult about taking part in meetings?
Answering these questions helps refine the focus of the training. To effectively gather the necessary information, we can utilize a range of data collection methods, including surveys, tick lists, priority cards, one-to-one interviews, and workplace observations/tours. Using different approaches, taking into account your unique training context, allows you to gain a well-rounded understanding of what to focus on while respecting the perspectives of all learners involved. It is a much more democratic and learner-centered conception of language training. Surveys provide a broad overview of needs, while interviews offer deeper insights into specific challenges. Workplace observations, in contrast, present real-world examples of communication gaps that may not always be expressed by learners themselves.
After collecting data, the next step is analysis. Patterns begin to emerge; perhaps employees frequently struggle with technical vocabulary in meetings, or they find it difficult to write clear and concise emails. Some of the needs might be very specific and related to the unique needs of the industry. This can be challenging, as the trainers will have to immerse themselves in their learners’ industrial context. Mapping out these challenges makes it easier to design targeted training that addresses the most pressing needs. Prioritization is key. Some skills, such as writing effective emails or leading meetings, might be critical for day-to-day tasks, while others, like handling complex negotiations, may be useful but not immediately necessary. A structured needs analysis ensures that training focuses on the highest-impact areas first.
With a clear understanding of the learners’ needs, the training program can be designed accordingly. The goal is to create sessions that are practical, engaging, and relevant to real-world tasks. Instead of generic grammar lessons, learners benefit from industry-specific vocabulary, role-playing exercises, and scenario-based training that mirrors their actual work situations. This technique is inspired by BELF, Business English as Lingua Franca. Setting measurable objectives, such as improving email clarity within three months or increasing confidence in client meetings, also helps track progress and ensure that the training delivers results. This is an ongoing process, and it is essential to review needs on a regular basis as people’s job roles are often in a state of change. There also needs to be space for emergent language and training that centers around practicing on the job as well as in the classroom.
Strategies for Needs Analysis
The needs analysis interview
I found this was the most effective method for doing needs analysis with one-to-one learners. During consultations between a trainer and learner, asking the right questions helps uncover specific language needs. Some key questions include:
• Job Role & Responsibilities: “Can you describe your typical workday and the tasks that require English?”
• Communication Challenges: “In which situations do you feel least confident using English?”
• Industry-Specific Language Needs: “Are there any technical terms or jargon you struggle with?”
• Common Communication Scenarios: “Do you need to lead meetings, give presentations, or negotiate in English?”
• Learning Preferences: “What types of training have been most effective for you in the past?”
A tick list and written follow-up questions
You will need to research your learner’s industry and prepare a tick list designed around their requirements. This is the kind of needs analysis that a sales consultant can also take ownership of. It can be helpful in larger groups where there may not be enough time to conduct individual interviews. It is also not as intimidating as public interviews with the trainer. The learners will tick items relevant to their work context and provide answers to some basic follow-up questions. For example, if they tick “presentations,” you might provide a space to write answers to questions like:
- What was the last presentation you gave?
- What do you find difficult about presentations in English?
The goal is to determine the types of presentations they deliver and identify the aspects of presenting in English that they find challenging. One drawback of this approach is that it is mostly conducted in silence, with little to no discussion or negotiation occurring in the group.
A negotiated syllabus
There are other methods for needs analysis that create more classroom interaction. Meeting the exact needs of all learners in a group class is impossible. Often, people from different departments attend the same course, or somebody ends up being too high or too low for the group. The best way to organize the course objectives is to simulate an “objectives meeting” where the participants brainstorm objectives, rank them, and make compromises. This can be organized around a basic meeting agenda with the following items:
- In which work situations does the group need to practice English?
- In what specific areas related to work would the group like to improve?
- What vocabulary and language structures should be included in the course?
- What topics need to be prioritized for the class?
You will need to get somebody to take the minutes of the meeting, as it is essential to record the decisions your learners make for future curriculum development.
Priority cards
Another method is to take all the topics that would have been on your tick list and prepare small cards. You will need one set for each group of two or three learners. This creates a very lively negotiation between the learners as they prioritize the cards. The trainer can take a photo of the result to capture the data. Something similar can be achieved on an online blackboard, and the trainer can take a screenshot. This provides a learner-centered concept of what learning priorities exist in the group. A good idea is to provide some blank cards for the learners to write down missing objectives.
Ultimately, investing time in thorough needs analysis leads to more effective language training. Your clients will benefit from employees who gain skills that directly impact their job performance. They are more likely to get some concrete results and purchase the next language course. So, if you’re planning a language training program, start by understanding what your learners really need. A well-executed needs analysis is the first step toward relevant and impactful training.
Photo credit: https://pixabay.com/photos/meeting-adults-business-people-4784909/
No responses yet