An innovative ed-tech literacy company wanted to close more district sales. ProjectEd led the research and delivered the insights to help them grow.
Flocabulary | Market Research
The customer base for Flocabulary’s educational hip-hop products was comprised of thousands of classrooms and schools, but they had less traction at the district level. As they looked to expand, they saw an opportunities in large districts, but to do that, they needed to understand and prioritize their customers’ needs when it came to Student Information Systems and Learning Management Systems. As a small, busy company, they lacked the bandwidth to do the customer outreach. They asked ProjectEd to help them reach out to more customers directly, knowing deep educational expertise would allow the team to step in and provide quick action.
ProjectEd keys to success: asking the right questions, of the right people, and recommending customer-focused solutions.
Knowing the right questions
Feedback from the Flocabulary sales team indicated an integration problem: the software needed to work with specific student information systems in order to gain traction. ProjectEd stepped in to identify what adjustments were necessary and how to prioritize the issues. The first step was to design a research plan to identify how Flocabulary products were being used, what systems the schools were using, and what other software and programs need to integrate with Flocabulary.
Talking to the most helpful sources
ProjectEd’s experience in the education technology space allowed the team to identify the criteria of Flocabulary’s strongest customers and reach out to the best targets to interview. In a matter of weeks, ProjectEd had gathered information from key conversations and synthesized the results. Quickly, patterns emerged from the data so that a set of key insights gleaned from the research could be provided to Flocabulary.
Recommending real solutions
In the end, ProjectEd provided a series of specific recommendations. For example, there were a few specific technical integrations that research indicated were needed for the vast majority of customers. The research also identified a few anticipated product features that were not important to target customers.
When the company hired an internal product director to take over this initiative, ProjectEd passed on research and insights in a seamless transition.
This work helped Flocabulary save significant time and focus on the most effective strategy to reach new district customers.
At a time when our internal resources were stretched thin, ProjectEd was able to quickly get boots on the ground and deliver actionable data to help us move our product forward.
— Blake Harrison, Chief Creative Officer
Flocabulary is a web-based learning program for all grades and subjects that uses educational hip-hop music to engage students and increase achievement. Teachers in more than 60,000 schools have used Flocabulary’s standards-based videos, instructional activities and student creativity tools to develop core literacy skills and supplement instruction across the curriculum.