Who conducts education market research and when
Unsure whether education market research is for you? This article gives you an overview of what types of organisations in the education sector conduct research and when they typically need to.
Types of organisations that commission education market research
Higher education institutions
Education market research can help universities understand what makes students choose certain courses, what they expect from university life, and how they make their decisions. Research also helps universities to develop new courses or improve existing ones. Recently, we conducted research for the Institute of Continuing Education at the University of Cambridge. They needed insights into current levels of brand awareness and brand perceptions among their target audience.
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Government education departments
Government departments and public sector bodies need research to inform their policies and spending. They often want to understand how new initiatives are working in practice, or gather evidence about specific challenges in their region. Research helps them allocate funding and make decisions that benefit both schools and students in their jurisdiction. We conducted market research for the Department of Education when they were implementing a new scheme to tackle period poverty in schools.
Publishing firms
Educational publishers commission research to understand how students and teachers use resources, what gaps exist in current materials, and how technology is changing the classroom. We once conducted education market research for a publishing firm wanting to shape textbook design to make them more appealing and engaging for young students.
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Awarding bodies and exam boards
Awarding bodies and exam boards commission research to understand the needs of schools, colleges and students in designing and delivering qualifications.
Suppliers to the education industry
Any company who is trying to sell a product or service to the education sector can benefit from market research to help understand market needs, buying drivers and barriers, and to get an objective view of their customers’ experience in using their product or service.
EdTech companies
Companies in the booming EdTech sector use education market research to find gaps in the market, test new ideas, understand user experience and gather feedback on their existing products. Recently, we helped a tech company decide on the next steps for a language learning app. They wanted to understand why users would choose to learn English through an app.
Private businesses
Businesses outside of education may conduct research if they have a connection to the sector. For example, businesses that sell non-education products, such as technology or clothing, to students or teachers. We once helped a major high street retailer understand careers education in UK schools. Our insights helped them make their career and work experience opportunities more visible and appealing to local students.
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When to commission education market research
Before major projects or changes
Before significant investments
It's a good idea to plan education market research ahead of making significant financial commitments, such as launching new courses or products, building new facilities, or expanding into different areas of education.
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During strategic planning
With education market research, you can gain insights and data to help with long-term strategic planning, preparing for economic changes and anticipating future trends. This may include things like adapting to new education policies, restructuring your organisation or planning for a recession.
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Planning product launches
Education market research can help reveal gaps in the market and test out how viable new products and services are. You can commission research to test concepts, pricing, and market demand before committing resources.
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When there are changes in the market
Adapting to new technology
Education market research helps businesses understand how new technology may impact them. It allows them to gauge the potential benefits—and disruption—of the new technology, such as generative AI. Organisations can commission research to see how they can incorporate new technology into their operations.
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Staying ahead of competitors
If competitors launch new programmes or change their approach, education market research can show a business how these actions affect them. It can help businesses understand whether they need to adjust their offer and marketing strategies.
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Respond to declining numbers
When enrolment numbers or sales drop, education market research can find out why. Downturns may be due to market conditions, changing customer needs or competitor actions. We once conducted education market research for businesses that wanted to find out why their customers weren’t renewing their subscriptions.
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Identifying Internal Needs
Assessing stakeholder satisfaction
Education market research helps you understand how well you're meeting your different stakeholders' needs. This is especially important during major changes, like curriculum updates or pay reviews.
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Evaluating programmes and products
Conducting regular research means you can see what's working and what isn't with your current offering. These insights will show you where improvements are needed, allowing you to refine your offering based on data and real experiences rather than assumptions.
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Understanding brand perception
You can conduct education market research to see how customers and the wider public perceive your brand. These brand perceptions then help shape your brand, marketing and communication strategy. We helped the Royal Society of Chemistry with a rebrand by testing out brand perceptions among their target audience.
Read more about scheduling education market research.
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More about education market research
If it’s your first time commissioning a project, our beginners guide will come in handy. You may also be interested in reading our FAQs about working with an education market research company. When you work with a professional, you’ll be guided through the different education market research methods and how to find participants.
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Commission education market research from Insightful Research
As you'd have gathered from this article, we've conducted education marketing research for a wide range of organisations within the sector. Our knowledge and expertise comes from 12 years gaining market insights both in the UK and overseas. You can read more on this website about our work and thinking. If you need to commission research, contact us today for a friendly chat.
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How can we help?
If you would like to ask our advice, book a
no-obligation 30 minute consultation with us to discuss your research requirements or to simply have a chat and find out more about what we do.
Alternatively, use the briefing form to start discussing a new project, give Jill Elston a call on +44 (0)7703 462179 or email us jill@insightfulresearch.co.uk