Education Market Research Methods
In this post, you’ll gain an overview of the most popular methods for education market research. We'll delve into the advantages and challenges of each. You'll also see how our experience guarantees you insightful research.
Interviews for education market research
How they work?
Interviews are usually conducted online via a platform like Zoom. This gives us the benefits of face-to-face interviews while also encouraging participation. This is because online interviews demand less time for participants than in-person ones. At times, we may interview over the phone or face-to-face instead. After defining the objectives, we devise a flexible discussion guide for the sessions. This details the questions to ask and the areas to probe.
Advantages
Researchers can probe deeper in interviews than with some other methods. They can also build rapport with participants and clarify their opinions. Using online video calls for interviews allows researchers to detect non-verbal cues, too. These can often be as valuable as the statements themselve.
Challenges
Interviews can be a time-consuming way to conduct education market research. You may need to offer a financial incentive to encourage people to take part. Interviewers must be skilled in putting people at ease and managing less-talkative participants, too. It also takes longer to compile the data than with some other methods.
How we overcome these challenges
Over the years, we've conducted interviews for hundreds of education sector organisations. We've learned everything, from devising questions to being flexible with timings and schedules. We also know how to match our audiences and make participants feel comfortable. Persuading people to take part and offering incentives are two more ways we can help you.
Using desk research to gain education market insights
How it works?
Desk research involves using existing data to gather education market insights. Sources typically include publications, databases and reports. Market research companies may carry this out online or at relevant institutions.
Advantages
Using existing information can be an efficient way to collect education market insights. As resources are already out there, desk research can often be more cost-efficient, too.
Challenges
Unlike primary research, existing data has not been collected to answer your questions. This means it may not always fit your needs. Information may also be outdated and biased.
How we overcome these challenges
We have a strong understanding of what data is available in the education sector. This means we can advise on how effective desk research would be in meeting your objectives. When deciding if it's suitable for you, we’ll take into account your main reason for market research. In our experience, desk research works best when combined with other methods. It's also a great starting point for a more detailed study.
Focus groups and education market research
How they work?
Your market research company will recruit focus group participants and invite them to a session. This is run by a skilled moderator who asks questions and records findings. To encourage participation, focus groups are usually held online in the education sector.
Advantages
Focus groups are great for education market research as you can speak directly to your audience. This means you’re able to dig deeper and ask participants for more detailed feedback. Focus groups work really well when you have new ideas to test and explore. They're also great when you need a dynamic group of participants to share and bounce ideas off each other.
Challenges
Sometimes, one or two loud voices can take over, making it hard to hear from everyone. Finding participants and coordinating times is often tricky, too. In-person focus groups are also more costly to arrange than other research methods. Costs, such as venue hire and travel expenses, can significantly add to budgets.
How we overcome these challenges
We’ve been using focus groups to conduct research for more than 12 years. This means we know how to find participants and run sessions effectively. We also ensure everyone has the chance to make themselves heard.
Online communities and education market research
How they work?
Market research companies for the education sector invite participants to join online communities. An experienced moderator manages the platform, facilitates discussions and collects the data.
Advantages
Online communities are flexible, allowing for research across different markets and time zones. They're also great for participants who can't commit to specific times. Those taking part can share feedback in different ways, too. These include video and audio as well as responding to designs and other stimulus materials. Online platforms also allow for real-time feedback. This gives researchers immediate insights into the education sector.
Challenges
The lack of face-to-face interaction means missing out on non-verbal cues. Moderating communities can also be time-consuming. Plus, engagement levels can vary, with some members being more active than others.
How we overcome these challenges
Over the years, we’ve gathered education market insights through hundreds of online communities. This has taught us the art of moderating and how to increase engagement levels.
Online surveys for education market research
How they work?
Market research agencies create online surveys for participants to complete in their own time. Surveys are typically circulated via email. Researchers then compile the data and analyse the results.
Advantages
Online surveys allow researchers to collect a large volume of data in a short amount of time. This makes them one of the most cost-effective methods for education market research. The larger the sample size, the more confidence researchers have in the answers.
Challenges
It can be difficult to get enough responses for online surveys to be worthwhile. While surveys can tell you how many people think something, they can’t explain the why behind the answers.
How we overcome these challenges
As one of the UK’s leading market research companies for the education sector, we're experienced at running online surveys. This means we know how to word questions so they’re easy to understand. We often combine surveys with other methods, too. This provides both quantitative and qualitative insight for your education market research.
About Insightful Research
We’re a small and friendly market research company for the education sector. Over the last 12 years, we’ve gained insights for countless organisations. Our approach means we’ll live and breathe your project, giving you the answers you’re looking for. Take a look at our research areas and have a read of our case studies, too.
Why not book a consultation to discuss your project? We’ll happily chat about the best methods to gain the insights you need.
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