Although the work is never easy, those who seek consumers as their customers have a lot of tools to leverage. Countless marketing and research firms specialize in helping companies target and appeal to consumers of particular kinds. That means the path toward ensuring success for a new consumer product is often a fairly straightforward one.

For companies that focus on serving institutions and other businesses, though, things can be quite a bit less clear cut. Studying how best to appeal to schools, for example, can be much more difficult to do than with consumers, because access and responsiveness are often much harder to come by.


In fact, however, there are good ways of obtaining insightful, useful education market research and of formulating effective marketing strategies based on it. Although they are naturally somewhat less prominent than those that focus on consumer market research, companies in this segment have made great strides in recent years.

For a company trying to spread the word about a useful piece of school-oriented software, for example, being able to create effective k-12 school marketing strategies could be a business-critical need. For many years, the norm in such cases was simply to hit the ground running and try to adjust, as best as possible, as data began naturally flowing in.

Today, though, it is much easier and more realistic to do real market research beforehand and to act upon what is discovered. In addition to the kinds of qualitative perspectives that have so long been a mainstay of those selling to educational institutions, more selective and focused quantitative research is now also widely available.

That goes not just for initial assessments of a given market, but also for secondary and further refinements on those first forays. After figuring out how to position a particular product to make it most attractive to education market buyers, then, a company can just as well commission more research to improve the quality of the messaging it develops, even before it takes action. While marketing to education institutions may be more challenging than selling to consumers, then, that is not to say that there are no good ways of making the work easier.