Insight on the dynamics behind a rapid evolution in the education space
Within the first year of the introduction of the Google Chromebook, sales began to accelerate in K–12, piquing the attention of sales and marketing groups of a leading hardware vendor. Yet, existing market research didn’t explain interest in the devices or why it continued to grow when all other market data suggested otherwise. Seeking to better understand, the client asked us to research and document the underlying causes of this market anomaly, what advantages and disadvantages Chromebooks have within the K–12 education market, and what ways educators are using this device differently than laptops or tablets for teaching and learning.
We conducted market research, performed analysis and published a series of internal whitepapers and presentations about Google Chromebooks. The scope included conducting interviews with educators and technology coordinators, comparing devices and features, developing use case scenarios, and performing SWOT and gap analyses. Our analysis gave our client clear insight into the causes, trends, and outcomes for using Chromebooks in the K–12 education market, allowing them to adjust their strategy to successfully build market share. that textbook companies can partner with cutting-edge startups to create valid and immersive learning opportunities for students.