Customer Study: Online Survey for Kern School

June 2019

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Kern School is a professional training school specialized in organizing courses qualifying for the profession of MCB massage therapy based in Milan and which gathers students from all over Italy.

In anticipation of the study of the marketing plan, the need arose to study the purchasing path of the school's students and those who requested information, without registering.

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Who are MCB students?

To understand the profile of the typical student, we therefore proposed and created an online survey sent via email differentiated by stage of the purchasing process (student, non-student, type of course).

The information we wanted to obtain is: socio-demographic profile of the student, motivation for enrollment, interest in complementary courses. All marketing insights immediately applicable to improve the school's promotional activities and resale activities to students.

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research process

The research process followed the classic phases of organizing an online customer survey (note: we are not talking about a customer satisfaction survey ):

• brief with the client for an initial understanding of the sector

• Drafting the questionnaire

• digitalization of the questionnaire

• Sending and managing reminders

• data collection and analysis

• report with the description of the purchasing path and the buyer persona

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result

The fieldwork for data collection lasted approximately 3 weeks in total and allowed us to precisely define the students' purchasing profile (with data usable in the correct setting of PPC and SMA activities), price sensitivity and interest in related courses.

The information collected was the premise for a profitable promotional activity that allowed the school to double the number of students right during the first lockdown , in total contrast to the trend in the sector.

Recommended readings

- market research in healthcare

- Digital Marketing Plan for a Training School

- Online survey for the launch of an app