EDUCATION

From schools to universities, academic textbooks to educational toys, and college enrollment, all spheres of education rely on authoritative market insights. Education and supplemental educational products and services are global industries that are heavily dependent on market research for strategic decision-making in highly competitive environments.

Using the expertise and experience we’ve garnered over the years, Ready to Launch Research will help discover pivotal information and actionable insights within the education industry to help you confidently make those decisions from a well-informed, credible, and sound vantage point.

BENEFITS OF MARKET RESEARCH IN EDUCATION AND RELATED INDUSTRIES:

Boost enrollment

Market research helps education institutions identify effective strategies for increasing enrollment.

BETTER UNDERSTAND THE CONSUMER JOURNEY

Market research provides insight into the consumer journey for K-12 private schools, undergraduate, and graduate universities to better understand the needs and preferences of students and parents.

EFFECTIVE MARKET STRATEGIES

Market research unlocks vital data to help develop effective marketing strategies which attract new students and promote the institution’s offerings.

BETTER UNDERSTAND SHARED DECISION MAKING

Market research provides insight on the shared decision-making process between students and parents to better understand the factors that influence their choices.

BETTER UNDERSTAND STUDENT CHOICE FACTORS

Market research helps identify the practical and emotional factors that influence students' choices of institutions, including factors such as:
Scholarship money and funding
Costs of enrollment
Campus appearance and extracurricular activities
School atmosphere and sense of belonging
Perceived fit with the school community
Social media presence

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RECOMMENDED EDUCATION MARKET RESEARCH METHODS:

Focus Group Moderation and Facilitation
In-depth Interviews
Large-scale Quantitative Surveys
Market Intelligence Reports
Social Listening

WHY IS MARKET RESEARCH HIGHLY CRUCIAL FOR EDUCATION AND RELATED INDUSTRIES?

FEWER YOUNG PEOPLE IN HIGH SCHOOL AGE BRACKET

The number of teenagers in the United States is experiencing a significant decline, with a projected decrease of 700,000 between 2023 and 2033, primarily due to a decline in births from 2007 to 2020.

This trend is also reflected in the broader youth population, with 70% of U.S. counties experiencing a decline in their under-25 population between 2011 and 2021.

SHIFT IN POST-SECONDARY EDUCATION PREFERENCES

Generation Z (people born between 1997 and 2012) has a lower desire to attend college compared to previous generations. They are debt-averse and seeking practical solutions for career development. Traditional liberal arts education pathways have a much lower appeal among this segment. In response to these viewpoints, there is an uptick in enrollment in vocational schools and programs that focus on practical skills and career preparation. Universities are responding by eliminating traditional majors such as English.

INCREASED APPLICATION VOLUME PER STUDENT DUE TO ONLINE APPLICATIONS

The rise of online applications has led to a significant increase in the number of colleges and universities that students are applying to.

This trend is attributed to the ease and convenience of online applications, which has made it easier for students to research and apply to multiple institutions.

CHALLENGES IN PROJECTING ENROLLMENT AND DISTRIBUTION OF SCHOLARSHIPS

Universities are facing significant challenges in projecting accurate numbers of incoming students due to the increased competition for admission.

The unpredictability of the application pool makes it challenging for universities to accurately forecast enrollment numbers.

The distribution of scholarship money is also becoming increasingly complex due to the varying levels of financial support required by students.

SHIFT IN COURSE SELECTION AMONG GEN Z CHANGING THE LANDSCAPE OF HIGHER EDUCATION

Traditional majors such as English, History, and Philosophy are experiencing a decline in popularity among Gen Z students.

Gen Z students are opting for courses that are more directly related to their career aspirations, such as: STEM fields (science, technology, engineering, and math), business and entrepreneurship, healthcare and medical professions, technology and data science.

Gen Z students are prioritizing practical skills and hands-on experience over theoretical knowledge. This shift is driven by the need for students to be job-ready and competitive in the modern workforce.

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