What are the key discussion drivers of English Centers?
Disclaimer (*):
- This article uses data based on the volume of discussions containing feedback related to specific brand attributes. Each discussion may be assigned to one or multiple brand attributes, classified according to a standardized and widely adopted framework of 14 core attributes. Through these attributes, English centers can accurately capture customer feedback across different aspects of the learning experience.
- The 14 attributes include: Tuition fee, Instructor quality, Curriculum and Materials, Teaching method, Offline learning experience, Online learning experience, Student support, Learning outcomes, Schedule & Timing, Facilities, Promotions and scholarships, Outcome Guarantee Policy, Brand Love & Trust, and Marketing activities.
- Measurement period: May 15, 2025 – September 15, 2025-
- Sample size: For each English Center mentioned and classified by attribute groups in this article: 3,000 discussions. Margin of error ±5%.
- Sentiment score = (Positive – Negative) / (Positive + Negative)
- AI technologies were applied to process and classify posts, comments, and news articles by attribute categories as defined above.
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Based on data from the Social Listening Dashboard for English centers, during the period from May 15 to September 15, 2025, across all three centers – IELTS Fighter, DOL English, and ZIM Academy – the most frequently discussed attributes were Brand Love & Trust, Instructor quality, Learning outcomes, Teaching method, and Tuition fee.
This indicates that conversations surrounding these three centers primarily focus on factors directly related to learning effectiveness and institutional credibility, rather than supporting elements such as Marketing activities or Promotions and scholarships.
Building on this overall landscape, YouNet Media takes a deeper dive into each brand to clarify which attributes users discuss most frequently and the sentiment associated with them for IELTS Fighter, DOL English, and ZIM Academy, thereby reflecting how each center is mentioned on social media during the 2025 exam season and back-to-school period.
IELTS Fighter: High Brand Awareness with Polarized Discussions on Service Quality
IELTS Fighter is one of the English Centers with strong brand awareness and significant market attention. Discussion data indicates that feedback toward the brand is highly polarized, with several aspects related to teaching quality and service receiving a notable share of negative commentary.
On the positive side, Instructor quality stands out as a key strength of the brand. This attribute records the highest volume of positive feedback, while the proportion of negative sentiment remains relatively low, reflecting a significant level of learner satisfaction. In addition, Marketing activities also generate substantial positive feedback, highlighting the effectiveness of the brand’s communication and promotional efforts. Users show strong engagement with initiatives such as free learning materials and complimentary classes offered by the center. Learning outcomes represent another attribute receiving considerable positive sentiment, indicating that many learners feel they have achieved their targeted results after completing the courses.
Conversely, several attributes are not rated as favorably. Tuition fee attracts a noticeable proportion of negative comments, with users expressing concerns that the cost does not fully align with perceived quality. Student support also records a high level of unfavorable feedback, with users pointing to operational and support-related issues such as ineffective teaching approaches and an unprofessional support experience. Regarding Teaching method, although positive opinions are still present, this attribute simultaneously registers a significant volume of negative feedback. Users highlight inconsistencies in teaching quality across different branches, suggesting that learning experiences vary considerably depending on the specific class.
As for Brand Love & Trust, the data reveals a clear polarization, with positive and negative discussion volumes at comparable levels. The high frequency of information-seeking and review-related conversations suggests that IELTS Fighter is a widely considered option; however, users tend to be cautious and require further validation before making a decision.
Overall, the brand stands out in terms of instructor quality, marketing activities, and learning outcomes, while tuition fee, student support, and particularly brand love & trust remain areas marked by mixed and conflicting user sentiment.
DOL English: Strong Quality Perception, with Tuition Fee as a Major Barrier
DOL English is also a brand with prominent recognition among the analyzed English Centers. Overall user perception of the brand is largely positive, as reflected in the high frequency of users proactively recommending DOL as a credible and trustworthy option.
Brand Love & Trust emerges as the most prominent attribute, with the majority of discussions carrying positive sentiment. This indicates that the brand has successfully built a loyal customer base and established a strong reputation in the market. In addition, Teaching method represents a distinctive strength of DOL. The Linearthinking method is frequently mentioned in positive discussions and is often described as helping learners “deeply understand core concepts” rather than rely on test-taking tricks, making the learning process more “logical,” “easy to follow,” and demonstrably effective.
Instructor quality continues to be an attribute receiving almost entirely positive feedback. The teaching staff is described as highly competent, dedicated, and consistently supportive, with many comments highlighting qualities such as being “committed,” “enthusiastic,” and “clear in instruction.” Furthermore, Learning outcomes and Marketing activities also receive very favorable evaluations, suggesting that learners perceive tangible results after completing courses, while the brand’s communication campaigns are being well received.
On the other hand, Tuition fee registers the highest proportion of negative discussions. Users perceive the fees as relatively high, despite the strong evaluations of teaching quality, indicating that cost remains the most significant barrier for potential customers when considering DOL.
Overall, DOL English receives strong user evaluations, particularly across its core strengths related to instructor quality. However, tuition fees continue to attract substantial negative discussion, indicating a clear barrier between the brand and potential users.
ZIM Academy: Positive Perceptions of Curriculum and Facilities Overshadowed by Negative Feedback on Instructor Quality and Tuition Fee
Although ZIM Academy demonstrates certain strengths, the volume of positive discussion remains relatively modest and is overshadowed by a high proportion of negative feedback across several key attributes.
On the positive side, Brand Love & Trust records a relatively high share of positive sentiment. ZIM Academy is often mentioned by users as a “reputable” and “fairly reliable” option, reflecting a certain level of trust in market perception. In addition, Curriculum and Facilities receive favorable evaluations. The curriculum, learning materials, and instructional videos are praised for their quality, while the facilities are frequently described as “modern” and “well-equipped.”
Furthermore, Learning outcomes and Marketing activities still generate some positive feedback. Several learners report relatively satisfactory learning experiences and achieving their intended goals, while the brand’s marketing efforts continue to attract user attention. However, these positive discussions are limited in volume and are largely overshadowed by issues that attract stronger negative sentiment.
Conversely, Tuition fee emerges as an attribute with a high proportion of negative discussion. The cost leads many users to hesitate or actively seek alternative options with more reasonable pricing. Instructor quality also records a higher level of negative feedback compared to the other two brands. Users point to inconsistencies in teaching quality, often describing it as “hit-or-miss.” In addition, Student support is not rated favorably, with users citing issues ranging from a perceived lack of responsibility among consulting staff to attitudes described as “unfriendly” or “dismissive.”
Overall, ZIM Academy is perceived as a brand with a certain degree of credibility. However, negative feedback surrounding tuition fee and instructor quality continues to outweigh the brand’s strengths – particularly its curriculum and facilities- in user discussions.
Conclusion
An analysis of how users discuss key attributes provides insight into the brand images of three English Centers – IELTS Fighter, DOL English, and ZIM Academy – across social media platforms during the period from May 15 to September 15, 2025.
Overall, Tuition Fee is viewed as a common barrier across all three brands, though the underlying reasons differ. For DOL English, Tuition Fee is perceived as high but justified by strong quality. In contrast, for IELTS Fighter and ZIM Academy, Tuition Fee is more often viewed as disproportionate to the quality delivered.
User feedback on English Centers remains highly diverse and widely dispersed across multiple platforms, creating significant potential information blind spots. When relying solely on manual observation, brands may struggle to capture the full picture, risk missing critical opportunities to address negative feedback early, and face challenges in identifying the core issues that truly require improvement to retain learners.
To fully leverage the power of social media data and avoid overlooking critical insights, explore the Social Listening Dashboard for English Centers RIGHT HERE.
