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4 min

The scope of an Education B2B survey in market research

An article explaining the scope of an Education B2B survey in market research

Oct 27, 2022
B2B market research


When researching the market for a new product or service, it's important to talk to your target audience. You can't know what they want if you don't ask them. That's why conducting an Education B2B survey is so valuable. While many companies sell products or services that are used in schools and other educational institutions, there are a lot of different types of businesses involved in this market. In addition, each one has its own unique needs and challenges. To get a handle on who these customers are and what will help them make decisions about purchasing technology for their schools, conducting an education b2b survey is a good idea. 

Why conduct an Education B2B survey

  • Education is a very large market. According to Coursemethod.com, the global education market will reach $2 trillion by 2025. In addition to this figure, it's estimated that China is making heavy investments in the sector, with an estimated pool of $250 billion a year in human capital
  • Education is a growing market due to increased enrollment rates and an ageing population (which means more students). The increased number of students means more demand for educational institutions and services such as technology, books and supplies, and teacher training programs.  This creates new opportunities for companies looking to enter the space.
  • Education is also a niche market: there are many different types of schools around the world. This in turn makes it difficult for outsiders trying to sell products or services directly to these institutions. They have to first conduct research on who their target audience really is so that they can adapt their message accordingly.

Which topics should you cover in your Education B2B Survey

You can include topics from the following areas in the b2b survey:

  • Market size, growth, and future potential of the education B2B market
  • Challenges and solutions in Education B2B
  • Customer profiles, buying behaviours, and decision-making factors in the field of education

In your survey questionnaire, avoid asking questions that are too specific to one industry segment or country. For example, you could ask "What is the size of the education market in China?" or "How many students study at the university level?" These questions are too specific because they are relevant only to a certain country or region. Instead, use questions such as "How much have you spent on education services over the last year?" This question can be answered by people working in different countries around the world who might have different amounts of money to spend on educational services.

When you analyse your survey results, be sure to look at the answers given by different groups of people. For example, if you had a question asking how much people spend on education services each year, it would be useful to know if there were any differences in responses between age groups or between countries.

You could also ask questions about the types of educational services people use. For example, you could ask "What type of education service provider do you prefer?" and then list several options such as "online schools", "traditional schools" or "home Tutors". This way you can see how many people said that they prefer to study online versus those who prefer traditional classroom-based tutoring sessions.

Who should you target for an Education B2B survey

If you are considering a survey of the Education B2B market, it is important to know who your target audience is. The following list contains some of the most common types of educational institutions and organisations:

  • Schools and other education organisations
  • Educational institutions
  • Teachers
  • School administrators
  • Districts
  • Colleges and universities
  • K–12 schools Preschools
  • Community colleges
  • Adult education programs
  • Vocational training centres
  • Other organisations that serve educational institutions

How to sample for an Education B2B survey

For a representative sample, you need to have access to a list of all the schools, school districts, and/or school systems in your target market. This can be obtained from an educational association or from public records.

Randomly select schools from the list. In other words, do not select specific schools based on any criteria other than their position on the list. For each survey question, use data from all schools selected for that question. For instance, if you are asking about technology use within schools today and have selected 5 questions: How much time do teachers spend using technology in classrooms? What types of technology do they use most often? When did they start using this type of equipment or software? You can also ask where they sourced the technology from. Regardless of which questions were answered by individual respondents or groups within respondents like administrators versus teachers, you should consider all responses.

In some cases, you may need to add up responses for each question. For example, if a district has five high schools with 800 students each and you want data from all five high schools, then you will have 3,000 survey responses. However, if you only want data from the student population of one particular school in that district (e.g., because it is unique), then use only the 1,200 student responses from that school when calculating the average response for each question.

An Education B2B survey can be a valuable tool for companies that sell software or services to schools or other organisations

A B2B survey can be an important tool for understanding how potential customers think. You can use it to find out what your target audience needs and wants, learn about their purchasing process, and understand the competitive landscape. A B2B survey is typically used for business-to-business marketing purposes, such as market research or customer satisfaction.

A business-to-business (B2B) survey is used to collect information from businesses or organisations that provide products or services to other businesses. For example, an education B2B survey might be sent out by an education software company looking at how other schools purchase such technology. The respondent would be asked questions related to why they chose this provider and whether they would recommend the product to another school. In fact, GrapeData recently conducted a survey consisting of 100 respondents in the US, in order to help an institution decide which software to use for engagement tracking. The target audience consisted of education providers, software specialists, and data analysts in the field of education. Read more about the case study here.

A business-to-consumer (B2C) survey is used to collect information from consumers or potential customers. These surveys are often conducted by companies that sell products directly to customers, such as retail stores or restaurants. For example, a school might want to know what kinds of teaching methods students like or dislike and may want to conduct a B2C survey.


In summary, an Education B2B survey can be used for a lot of purposes. For more information on this topic, check out our recent blog post here. The post titled 'Education B2B survey: Why do you need one and more' takes a look at how to plan a survey and get the most out of it. You need to know what your prospects want, so you can give them what they want. This will help you get more leads and close more deals with clients who are interested in your product or service. The key is knowing how to approach these potential respondents so they will respond positively.