Market <strong>Research</strong>

Case Study : Arizona & Delaware School District

Strongpoint worked with schools and school districts in Arizona and Delaware to help them better understand the process in which parents and their children are making decisions. The research team developed a plan that commenced with a series of focus groups of parents representing various segments of the population including differences in household language.

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Case Study : Arizona & Delaware School District

Strongpoint worked with schools and school districts in Arizona and Delaware to help them better understand the process in which parents and their children are making decisions. The research team developed a plan that commenced with a series of focus groups of parents representing various segments of the population including differences in household language in order to first identify the criteria parents/students employ when making decision.

Because of the changing paradigm under which various primary educational institutions operate, most are now aggressively marketing their products to parents and students. However, because they traditionally relied on neighborhood families to provide students, schools are relatively new at determining how best to market their educational offerings. The lack of previous research necessitated a combination of:

• Qualitative research to garner an overall understand of which factors various sets of parents and/or students consider when making choices
• Quantitative research to determine the prevalence of findings from the qualitative research and to measure opinions and likely behaviors vis-à-vis potential school program offerings

Execution
Strongpoint has worked with schools and school districts in Arizona and Delaware to help them better understand the process in which parents and their children are making decisions among a growing number of school options. We developed research plans that commenced with a series of focus groups of parents representing various segments of the population including differences in household language in order to first identify the criteria parents/students employ when making decision.

Subsequent random-sample quantitative research (web-based and telephone-based surveys) was then utilized to measure the prevalence of qualitative findings, identify key messages, ascertain which educational programs are most likely to affect decision-making, determine optimal media strategies for creating awareness and affecting school decision-making and again determining how various customer segments differ in their perceptions, needs and behaviors.

Based on follow-up strategy meetings, school districts and individual schools have indicated that they will be utilizing the research results for marketing/communications, operations and in determining class/program offerings in the following areas:

• Emphasizing more digital media options (including robust websites) to create awareness of schools and their offerings
• Focusing on core academic capabilities as the primary message and ancillary offerings as the secondary message
• Re-evaluating transportation options to non-neighborhood schools
• Re-evaluating and/or changing school models from K-5 to K-8 or others
• Providing descriptive names for schools (science, technology, etc.) rather than using general terms (magnet)
• Determining the educational emphasis of various specialized schools

In order to help schools and school districts in Arizona and Delaware better understand how parents and their children were making decisions among a growing number of school options, Strongpoint, developed research plans that included a series of focus groups and surveys which would influence the communications plans and the decisions regarding program options for students.

The focus groups included parents representing various segments of the population and were utilized to first identify the criteria parents/students employ when making decision. Surveys were then utilized to both develop a communications strategy and to prioritize educational programs. Strongpoint identified key messages, the educational programs that are most likely to affect decision-making, determined optimal media strategies for creating awareness and affecting school decision-making, and determined how various customer segments differ in their perceptions, needs and behaviors.

Market Research

The best decisions are informed decisions. We set ourselves apart from the competition by providing meaningful data-driven answers and a solid foundation for your strategy and business decisions.

Our work starts with understanding what you expect to learn from the research, so we can help frame the questions and the best ways to find the answers, whether it’s from general research, reaching out to your current clients or surveying potential new ones. And sifting through the data is vital; our specialty is in interpreting the information gathered so you see how to use it to your company’s advantage.

We work best with you as a partner, working together from goal setting, method selection and project execution, to the final reports and presentation.

Strongpoint offers secondary, qualitative and quantitative research solutions depending on your company’s needs  in the form of market surveys, depth interviews, opinion polls and focus groups.

In the end, we don’t just hand you tables and graphs. Raw research data is not very useful. It must be inspected, cleaned, sorted, filtered, transformed and explained. We make the data purposeful and useful. We analyze the research data specifically for effective strategic marketing decisions. And, because everyone uses their results in different ways, we design our reports specifically for each client’s particular needs.

The bottom line is that we help you and your company make informed decisions that can make all the difference in your short- and long-term success.

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