K-12, 고등교육, 에듀테크 전반에서 학부모, 학생, 교사, 직장인의 인사이트 확보
과제
한 컨설팅 업체에서 K-12, 고등교육, 에듀테크를 아우르는 교육 전반의 핵심 이해관계자를 대상으로 주요 의사결정 요인, 만족도, 미충족 니즈를 파악하고자 했습니다. 특히, 각 세그먼트별 선택을 유도하는 요인, 특정 교육 기관 및 서비스를 지지하는 요인, 전환을 유발하는 요인을 이해하고자 했습니다. 최근 들어 학부모의 가성비에 대한 우려, 고등교육에서 학생들이 중시하는 우선순위의 변화, 에듀테크 플랫폼의 사용성 및 개인화 기대, 이직률 및 조직 충성도에 영향을 주는 교사 만족도 등의 문제가 부상하고 있었습니다.
GLG의 접근법
GLG는 고객사와 협력해 K-12 자녀를 둔 학부모, 대학생, 직장인, 교사 등 네 개의 핵심 세그먼트를 대상으로 타겟 설문조사를 설계했습니다. 선진국과 신흥국의 글로벌 교육 허브에서 응답자를 모집했으며, 설문은 동기, 선택 기준, 만족도, 추천 행동, 전환 요인을 중심으로 진행해, 고객사의 전략적 의사결정에 도움이 될 세그먼트별 인사이트를 도출했습니다.
결과
고객사는 교육 시장 전반에 대한 이해와 더불어 세그먼트별 관점을 확보할 수 있었고, 이를 통해 세그먼트별 기대에 부합하는 시장 진출 전략, 효과적인 유지 방안, 차별화된 포지셔닝을 수립할 수 있었습니다.
GLG는 주요 교육 시장 전반에서 평소 접근이 어려운 학부모, 학생, 교사, 직장인을 대상으로 설문을 실시해, 만족도와 충성도에 영향을 미치는 의사결정 요인을 파악했습니다. 이러한 인사이트를 바탕으로 고객사는 제품 포트폴리오를 재정비하고, 유지율을 높였으며, 보다 효과적으로 브랜드를 포지셔닝할 수 있었습니다.
적합한 응답자 확보
GLG는 여러 지역과 직군에서 높은 연관성을 지닌 응답자를 모집해, 선진국과 신흥국 모두에 대한 대표성을 확보했습니다.
전략적 인사이트
GLG는 동기, 인식, 전환 행동에 대한 시의적절하고 실행 가능한 인사이트를 제공했습니다. 이를 바탕으로 고객사는 이해관계자 간 만족도 차이를 파악하고, 이해관계자의 실제 니즈에 맞춰 메시지 및 전략을 조정해, 교육 생태계 전반에서 지속적인 참여를 이끌어낼 수 있었습니다.
세계적인 지식 네트워크를 보유한 GLG는 고객사와 분야별 전문가를 연결해 현실적인 인사이트에 기반한 현명한 의사 결정을 지원합니다. 여러 전문가로 구성된 GLG 팀이 고객사와의 긴밀한 협력을 통해 맞춤 접근법을 제시하여 기간 내에 문제를 파악 및 분석하고 해결안을 찾을 수 있습니다. GLG는 전문적인 의사결정에 필요한 인사이트를 제공합니다.
Hilary Malone PhD, has over 25 years of experience in global drug development, regulatory &government affairs, manufacturing and commercialization within the biopharma industry. Hilary hassignificant board level and executive committee experience including large scale organizationalrestructuring/transformation/integration, major M&A, biotech start-up, capital raising, investorrelations and pre-IPO.
Hilary is currently CEO of Stylus Medicine, a private genetic medicine biotech company. Previously sheserved as CEO of a Series-A neuroscience company. Prior to these roles, Hilary served as COO & EVP atValo Health Inc., Chief Regulatory Officer & SVP at Sanofi Inc., and Chief Regulatory Officer & SVP atPfizer and Wyeth. Previous experience also includes senior regulatory and drug development roles atReata Pharmaceuticals Inc., AstraZeneca plc and GlaxoSmithKline plc.
Hilary also serves on the Board of Directors of Hansa Biopharma and Adthera Bio. Hilary holds a PhD inMolecular Neuropharmacology and a BSc in Physiology.
Dr. Thomas Lönngren is Director at his own company PharmaExec Consulting AB. He is the Chairman of the Board of directors at Egetis Therapeutics AB, Sweden. Dr Lönngren also serves as board member at Compass Pathways PLC, London UK and NDA Group, Sweden. He acts as advisor to the following companies and organizations: NDA group, Sweden, Sweden, Artis Venture, San Francisco, US, Fujimoto Japan, Skin2Neuron Pty Ltd, Sydney, Australia, US, Special advisor to the Centre for Innovation in Regulatory Science (CIRS), London UK. From 2001 until2011, Mr.Lönngren served as the Executive Director of the European Medical Agency. He was previously Deputy General Director of the Swedish Medical Product Agency until 2000. He has a degree in pharmacy and MSc in Social and Regulatory Pharmacy from Uppsala University. He is also an Honorary Member of the Royal Pharmaceutical Society of Great Britain, Honorary Fellow of the Royal College of Physicians in Great Britain, Honorary Doctorate from the University of Uppsala, Honorary Doctorate from University of Bath, UK.
Marie-Anne has built a portfolio of senior advisory and non-executive roles, following a successful international career in the FMCG and Luxury sectors. She is a non-executive director of Haleon, a FTSE100 company listed in 2022 after the demerger from GSK. She is also chairwoman of Haleon Environment and Societal Sustainability committee. She is the executive director of the Pierre Fabre Group where she also sits on the Strategic Committee, and she is a Board Member of The Academy of St. Martin-in-the-Fields, one of the world’s most prestigious chamber orchestras. She is also an angel investor and focuses her time and investments on start-ups with the strongest purpose and impact.
Marie-Anne is also a regular lecturer at HEC Paris on purposeful leadership, and she has created a serious game called “Planet Purpose” to upskill people on sustainability and purpose. Throughout her 35year executive career she delivered a strong track-record of business performance and growth in brands and portfolio in both developed and emerging economies.
As a senior leader with Unilever, she led a number of different personal care categories across France, Spain and the USA – including managing the Dove brand worldwide and culminating in leading Unilever’s global Oral Care division. She also worked for LVMH as Brand General Manager of Dior Perfumes and Cosmetics worldwide. Marie-Anne was also Vice-President of Imagine for Margo – Children with Cancer for ten years, a charity she helped found in 2011 with the goal of eradicating children’s cancer. The charity is the #1 charity focused on child cancer in France and has fundraised more than €14m since its creation. Marie-Anne is a graduate from HEC Paris. She is married and has two children aged 29 and 26.
Patrick Jephson is a consultant, journalist, broadcaster and New York Times bestselling author, based in Washington D.C. He is a published authority on corporate and personal branding and crisis communications, addressing conferences worldwide as well as events at the U.S. State Department, the American University and the Annenberg School for Communication and Journalism.
With more than twenty-five years’ experience in the government, luxury and family office sectors, Patrick’s portfolio has included globally admired brands as well as national agencies and NGOs. He has also worked on reputation and legacy briefs with European, Middle Eastern and Asian families, including royalty. He now writes, presents, and advises on factual and drama TV programs, appearing on every major American and many international networks. He was recently an expert consultant to the award-winning Netflix series The Crown and provided live commentary on the Coronation of King Charles.
Patrick owes much of his practical communications and protocol experience to Princess Diana, who chose him to be her equerry and only private secretary/chief of staff. He served the Princess for eight years, responsible for all aspects of her public life, global humanitarian initiatives, and private organization. Having worked for an internationally high-profile woman (and as the father of two professionally successful daughters) he feels a special affinity for cross-cultural, gender and perception issues.
Patrick was born and raised in Ireland and holds a master’s degree in political science from Cambridge University. As an officer in the British Royal Navy, he served all over the world before being selected for royal duty. He is a citizen of the U.K., U.S.A., Ireland, and Canada.