K-12 and Higher Education Market Research

Each education research project we conduct draws upon the knowledge and experience of our senior staff as well as an extensive network of market experts. Our researchers are recognized experts in the areas of educational sales, marketing, product development, and curriculum and instruction in all major content areas.

To provide the support our researchers need to carry out their work, research associates assist in setting up appointments for interviews, making arrangements with focus group facilities, setting up virtual focus groups and testing to ensure the technology will work as needed, collecting data for primary research surveys, and helping in the analysis of data and drafting of reports.

All research conducted at MarketingWorks is overseen by Gerry Bogatz, founder and president. Gerry brings to the table 20 years in various positions with Educational Testing Service, including five years as co-director of national evaluations for the Children's Television Workshop (Sesame Street, The Electric Company), and more than 20 years of educational consulting, sales, and industry research.

It is important to note that our market research is always of practical benefit and our time is spent effectively because

  • We know schools – their problems, strengths and opportunities.
  • We know how to navigate the often-complex school district landscape.
  • We understand structural realities and what will and won't work in schools.

Market Research & Analysis

Our education market research services provide reliable and valid information and analysis about the education market – its needs, perceptions, trends, and funding sources – to help our clients achieve their business goals. We specialize in:

  • Qualitative and quantitative primary research
  • Secondary research
  • Scientifically based research

The quality—and usefulness—of data are a direct result of the quality—and experience—of our researchers, who develop our research instruments and collect the right sorts of data from the right target audiences. Our consultative philosophy guides everything we do on behalf of our clients. We believe it is important to see research as a path of inquiry that our researchers and clients enter into together.

Our goal is to make the information we provide useful and lead to actionable decisions that lead to a company's growth. To that end, we work closely with our clients throughout the research process so they understand how we reach our conclusions and why we're making the recommendations that we are. In essence, we work with our clients to help them make key business decisions.

Primary Research

Our primary research often begins with a review or audit of a company and its products as well as interviews with key executives, key members of the sales staff, and others with an ear to the market. A second source of information is typically market experts in the relevant field of study who are familiar with the company and its competitive products and can provide insight into the current market and where it is trending. A third source of information, and usually the most important, is current, former, and prospective customers who can provide informed opinions about the questions being posed by this research.

Depending on the purpose of the research, our primary research methods may include:

  • In-depth interviews
  • Focus groups
  • Large-scale surveys

In-depth Interviews. We have found in our years of conducting market research that in-depth conversations held by experienced researchers with a relatively small number of practitioners can yield extremely useful information to inform more quantitative research that may be needed to confirm results with larger numbers of customers and prospects. Our researchers are highly skilled in conducting these interviews, which last up to an hour or more. The interviews become conversations, during which time deep, nuanced patterns usually emerge. During a conversation like this, the interviewee comes to trust the interviewer and is inclined to express what he or she actually thinks about the topic under investigation.

Focus Groups. Focus groups are generally used to get the personal, in-depth opinions of a small group of targeted prospects. Because it is expensive to conduct focus groups in different regions of the country, we often try to organize groups around meetings or conferences where prospects from all over the country are already attending.

Our professional moderators are trained on how to elicit information without skewing the results and on how to control the group and not have one or two people dominate the discussion. They also have no "stake" in the outcome so they can as objective as the need to be to ensure valid results.

We have also been quite successful in getting the personal, in-depth opinions of a small group of targeted participants through virtual focus groups. This service utilizes Web technology and avoids one of the limitations of traditional focus groups - - the small sample of people from a limited number of geographic areas. Virtual focus groups allow for a more representative sample and eliminate the need to travel.

Large-Scale Surveys. Our large-scale survey work is done in conjunction with ConsumerQuest.  Depending on the project objectives, budget, and schedule, we recommend one or more of the following methods:

Telephone Surveys. This methodology is ideally suited for interviewing large numbers of target respondents relatively quickly. We can also use telephone surveys after qualitative research (i.e., focus groups) to obtain larger scale quantitative data, to obtain needed information quickly, or to fine-tune an online survey to make sure the respondents understand all of the questions.

Online Surveys. This methodology is most successful when the web site is advertised to the targeted respondents by a personalized invitation (usually email) or a pre-survey mailing that includes the web site address. Electronic surveying can also be combined and used in conjunction with telephone surveys, while featuring the following benefits:

  • Very fast response times
  • Elimination of data entry, ensuring efficiencies in both time and cost
  • Ability to capture open and closed-ended responses
  • Accessibility 24 x 7

Secondary Research

We perform field research and analysis, leveraging our large network of industry connections, pre-existing research reports, and relevant web sites and other sources, to gain intelligence for our clients on issues such as:

  • Product positioning, sales potential, and competitive pricing
  • Distribution channels and delivery schedules
  • Past performance of the company and demand-side perceptions
  • Customer satisfaction levels and key areas of customer need
  • Customer interest in new products and features
  • Competitive threats

Data Analysis
Data is not information. Research is much more than just collecting vast amounts of data. Informed analysis is what brings value to data, transforming it into actionable information that can be used to answer a client's questions about their products, company, and the marketplace in which they operate. With expertise and decades of experience in all areas of education research, we have the skills to collect data, to analyze it, and to present clear interpretations to clients to help them grow their products and services in the markets they want to reach. The result? A better bottom line and a more successful company through:

  • Lower risks in new product development
  • Enhanced targeting to key markets
  • Improved competitive differentiation
  • More precise revenue projections

Scientifically Based Research

The need for scientifically based research has never been greater, data-driven decision-making and federal program funding requirements.  MarketingWorks is a recognized and proven objective third party, performing scientifically based research (SBR) together with SEG Measurement.

Research Design and Planning
Much like a building's foundation, research must be based on a clear, well-constructed research design. MarketingWorks and SEG can help you design qualitative and quantitative research studies to meet your specific goals. We are specialists in experimental and quasi-experimental designs and the assessment of multiple outcomes using tests, surveys, and observation.  Let us help you in the following areas:

  • Clarification of the research questions and goals
  • Definition of the research sample
  • Determination of the appropriate research design
  • Selection of pre and post measures
  • Recommendation of proper statistical analyses to fit the research questions

Conducting Research
From randomized trials to field research, we can help you get the information you need. Our analyses range from simple frequencies and cross-tabulations to complex multivariate models. We are known for the quality of our reporting--clear, concise, and sensitive to the political context.  Our services do not stop with the reports; we are committed to helping you clearly disseminate the results of the research.  Our full suite of implementation services include:

  • Recruitment and site contact
  • Data collection
  • Fidelity monitoring
  • Paper-based results scanning
  • Data entry and management
  • Data analysis and reporting
  • Results dissemination and communications

MarketingWorks and SEG provide a full array of implementation services including recruitment and site contact, data collection, data analysis and reporting. From randomized trials to field research, we can help you get the information you need. We provide a range of data analysis services including scanning, key entry and data management. Our analyses range from simple frequencies and cross-tabulations to complex multivariate models. We are known for the quality of our reporting--clear, concise, and sensitive to the political context.

We bolster product credibility with White Papers, and we conduct Best Practices studies that can serve as a sound basis for recommendations to decision-makers.


Our KnowledgeQuest team parses market intelligence from our far-reaching network of industry connection to help you with

  • Strategic Planning
  • Business Plans
  • Business Development
  • Product & Technology Strategy
  • Sales Channel Development

Case Studies

In addition to delivering scientifically-based research, we work with clients to better understand the impact that these research studies can have on marketing and sales productivity.