Market research in public education: AASA keeps its ear to the ground to devise strategic messages

School Administrator, March, 2004 by Michael A. Gross

Message Formulation

Another set of discussions in the focus groups centered on goals for public education. By using the language of the participants when talking about goals, we developed a set of goals for respondents to rate. Many of the goals were similar but were worded slightly differently. The results were striking. Only half believed "basics as a foundation for critical thinking" was an extremely important goal, but nearly seven in 10 reported that "mastery of the basics" was an extremely important goal. Similarly, only a quarter of respondents reported "meeting state targets" as an extremely important goal. Nearly four in 10 believed "meeting high expectations" was extremely important.

Greater acceptance of the more general formulation of education issues was seen in a number of messages. In addition to the goals, we tested a number of messages about student learning. Overall, "student progress" was preferred over "meeting achievement goals," particularly when referring to students with disabilities. This finding is extremely important for formulating a strategic communications plan.

Our previous work in education has discovered that when it comes to funding issues, Americans have a strong desire for more specificity. For example, funding for education or schools meets with only modest approval. However, when funding issues are raised with specificity, such as "additional funding for teacher salaries" or "additional money for school renovations," much more support is garnered in the American public.

Another example from recent polling completed for AASA dealt with broad messages for supporting public education. One message posed to the survey participants was: "Public education--while being asked to do more for more children with fewer resources--also faces threats and attacks from those who would divide supporters of public education into narrow, special interest groups." A strong majority (71 percent) agreed with this statement. However, a more general message, "We need to stand up for public education to make sure that public schools continue to fill their role as a cornerstone of the common good, providing the foundation for the civic society that is critical to our democracy" garnered virtually unanimous agreement (96 percent).

Generating Support

Market research is invaluable in helping determine customer needs. In education, as in any other business, there is a need to understand where the public stands on issues of importance. Knowing this permits education leaders to address the expectations of the public in ways that are meaningful. In addition, marketing research can help identify specific areas of progress and avenues for improving attitudes on education in the general public.

Finally, marketing research can provide insights into messaging strategies that work well in the general public, allowing education leaders to provide a concise, targeted message that will affect the public in a positive way. Information is clearly the key to preparedness in the business world, and is no different in education. Being armed with information on the public's likes, dislikes, attitudes and opinions is an invaluable tool in fashioning and delivering key messages to increase support for public education.