Australians Together: Customer research to understand school, teacher and educator needs for greater impact
Audience insights for differentiating First Nations educational content in a crowded market
The challenge
Australians Together had created a highly regarded suite of First Nations educational resources. Developed by teachers in close collaboration with cultural partners, these tools were making a genuine impact in the schools and early childhood centres already using them.
However, Australians Together was navigating a complex landscape. They were competing in a highly crowded education market while balancing intricate school funding limitations. To increase their potential revenue streams and expand their reach, they needed to ensure their existing resources continually met rigorous, shifting curriculum and pedagogical requirements across multiple states, territories and school sectors.
To achieve this, and to effectively communicate the true value of their offerings, they needed customer research insights, to provide deeper, evidence-based understandings of their audiences’ real-world values, goals and daily requirements.
The solution
Qualitative and quantitive research to provide the insights for growth
To bridge the gap between internal resource development and the teachers using the materials, we engaged in deep audience, content and context research. Our approach focused on looking beyond the surface to understand what educators face on a daily basis.
We did this by focusing on several core pillars.
Customer research presentation data
Listening at the coalface. In-person and online interviews were conducted across various states, systems and contexts to uncover the exact needs, barriers and obligations of educators, teachers and school leaders.
Curriculum and competitor benchmarking. We carried out comprehensive curriculum and content reviews alongside competitor analyses. This ensured the Australians Together resources would stand out, and meet the needs in the classroom for time-poor teachers.
Proving the impact. We developed a practical classroom survey designed to measure student understanding, engagement and real-world action.
Commercial strategy and modelling. We identified sustainable subscription, membership and purchasing models to increase sales while amplifying overall educational and social impact.
Targeted communications alignment. We shared insights into state-specific funding, pedagogy and curriculum challenges to support targeted and segmented media, communications and marketing.
Digital experience optimisation. We identified website optimisation opportunities to streamline how educators find, access and purchase resources online.
The result
The resulting customer research insights delivered a roadmap for greater impact, for students, schools and the wider community.
Outcomes included:
developing a new student engagement measurement survey
creating revenue generation opportunities
providing detailed, actionable updates for targeted teaching material improvement and future content development
uncovering sector expansion opportunities for increasing engagement and connection within early childhood education.
