Educating the Educators: An Entire Franchise Preschool System Embraces Ethnographic Insights to Improve Brand Experience and Drive Growth

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This case study demonstrates the radius of influence that ethnographic insight can have throughout an organization as well as how it can be tied to business outcomes. This case also represents the power of video ethnography as a robust and enduring data set that provides a visceral, contextual, human record capable of aligning and galvanizing cross functional teams. At the cusp of aggressive expansion, Primrose Schools needed to address cascading business issues: low brand awareness relative to key competitors in new markets, brand engagement (vis a vis online content), and disappointing conversion rates for Parent enrollment. The first half of the case describes the design and key findings from our Parent Enrollment Study. Early education in present day America is contextualized against a backdrop of new parenting philosophies, socio-cultural relationships with smartphones and social media, and wage stagnation. The second half of the case illuminates how broadly the ethnography-inspired insights were embraced, orchestrated, and manifested across the entire organization and their strategic partners to drive results. In the end, this is a story of the measurable business impact that is possible when ethnographic insights are socialized and operationalized at scale, in large part due to skilled video analysis and editing that ingrained a realistic depiction of today’s Parents in the hearts and minds of everyone at Primrose Schools.

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