We talk a lot about using a combination of qualitative and quantitative market research with our clients to provide a full perspective on objectives. This includes both an exploratory and measurable review of feedback and data.
In this recent project for a non-profit organization, our education market research company used an online survey to both collect pertinent data but also recruit for 9 focus groups and 72 individuals hosted in Syracuse, Buffalo, and Greensboro.
Drive Research recently partnered with a non-profit organization to complete a market research study for Say Yes to Education. Read more about the project here.
Objectives
The non-profit organization partnered with Drive Research to conduct a market research project. The goal of the market research was to understand the impact of the educational program on local communities through an online survey and focus groups conversations with students, parents, and educators. Objectives were unique for each of the 3 audiences. The research was targeted to 3 geographies including Syracuse (NY), Buffalo (NY), and Guilford (NC) in the months of December 2017 and January 2018.
Approach
To address the objectives at-hand, Drive Research recommended a combination of quantitative (measurement) and qualitative (exploratory) market research to address these objectives.
Online Survey
An online survey was completed as an initial step prior to year-end 2017. This survey included 10 to 15 questions and took 3 minutes to complete. The survey was administered among a panel of research participants and through random, targeted, and paid social media advertisements.
The goal was to obtain 300 completed surveys (100 per market) among the 3 audiences. A total of over 500 responded to the online survey with 378 qualified respondents. The final question of the survey was dedicated to inquiring about interest in focus groups. The results for the survey were sent to the client in an Excel CSV file with basic chart and graph tabulations from the research.
Focus Groups
Following the survey, a total of 9 focus groups were held (3 in each geography). Confirmation emails, calls, and texts will be placed to encourage participation. The goal for each focus group was to seat 5 to 8 participants. Each group had at least 6 participants and many of the 9 focus groups had 100% participation from those recruited.
The focus groups lasted 60 minutes each. Focus groups were facilitated by Drive Research moderators and contracted moderators who have experience in qualitative market research. The parent and student focus groups were recruited in combination because of the parental permission required for minors to participate (e.g. back-to-back groups with parent and their child/student).
This allowed them to travel together and sign the necessary paperwork to participate. The educator focus group was held separately. Each participant was paid $75 as a thank you for sharing their time and opinions. Participants were offered light food, snacks, and refreshments.
Groups were hosted at non-traditional, low-cost facilities (hotel event conference rooms). Audio files and transcriptions will be provided for the client. This was in addition to topline summaries for each of the focus groups from our education market research company.
Results
Although the results remain confidential with the client, a number of objectives were addressed by our education market research company.
Here are some of the key objectives the market research answered for the client:
- How aware was each geography and each audience with the educational program?
- How familiar was each geography and each audience with the educational program?
- What are the barriers to pursuing a college or university education among students?
- What is the knowledge level of scholarships available to students in high school?
- How familiar are audiences of the scholarship qualifications for the educational program?
- How familiar are audiences of the additional services offered by the educational program?
- How well does the educational programstaff integrate into high schools?
- How large of a barrier is the FAFSA form to the educational program applications
- How much of an impact does the educational program have on geographies and audiences?
Contact Us
Drive Research is an education market research company located in Upstate New York. Our company works with a variety of different educational institutions and consultants across the country.
Questions about our process? Call us at 315-303-2040 or email us at [email protected].