How can organisations identify which training programmes are genuinely needed and where opportunities exist to develop new training services?
In 2026, HAAP Consulting conducted an analysis of training needs and market opportunities in the social care sector to support the strategic development of training activities at AS Hoolekandeteenused.
Estonia’s social care sector is undergoing several long-term changes, including an ageing population, workforce shortages, increasingly complex needs among service users, and a shift towards more person-centred and community-based services. These developments are increasing the need for continuous professional development. However, growing demand for training does not automatically mean that there is room in the market for every new training programme.
The central question of the analysis was to identify the areas and target groups with the greatest need for continuing professional development and to distinguish general training needs from genuine market opportunities for new training services.
How did we conduct the study?
We combined quantitative and qualitative research methods to gain a comprehensive understanding of both sector-wide developments and the practical needs of employees and organisations.
We began by reviewing strategic policy documents, workforce forecasts, professional standards, and existing training provision. We then conducted a survey involving 76 professionals working in the social care sector. To explore the findings in greater depth, we carried out 13 expert interviews with a total of 16 sector specialists and organised three focus groups with support workers, care workers, and personal support workers.
Combining different research methods allowed us to compare employees’ experiences, employers’ needs, and broader developments in the sector. Particular attention was paid to identifying the skills most needed in everyday work, gaps in existing training provision, and the factors influencing participation in and purchasing decisions related to training.
What did the analysis reveal?
The study highlighted a continued strong need for practical continuing professional development directly linked to real-life work situations in the social care sector. Particularly important areas included managing complex situations involving service users, understanding mental health conditions and disabilities, and supporting individuals’ independence and ability to cope with everyday life.
At the same time, the findings showed that identifying popular training topics alone is not sufficient when developing new training services. Existing training opportunities, organisations’ financial and time constraints, and the practical applicability of training must also be considered.
Based on the analysis, we identified priority training needs and target groups and developed recommendations for the further development of training services. One key conclusion was that, rather than immediately creating a broad training portfolio, it is more effective to focus initially on clearly defined target groups and practical training solutions, testing actual demand before expanding the offering.
The project’s value lay in bringing together evidence from multiple sources and translating it into actionable insights for strategic decision-making. The study provided a clearer understanding of where development opportunities exist in the training market and which factors should be considered when designing new services.
HAAP Consulting helps organisations make informed development decisions through research and analysis, combining sector-specific knowledge, an understanding of target groups’ needs, and practical recommendations.
