Select Research Reports & Publications
While custom market research makes up a substantial portion of our business, we are probably best known for our public and industry research reports. These reports present benchmark research on kid/teen, parent, and educational use of technology. Since 1995, these studies have helped describe the process by which families use and are influenced by media and have helped define the education technology market. Many of our industry studies employ a unique public-private model to finance a combination of rigorous methodology and analysis by "hands on" industry leaders.
Grunwald research consistently receives wide press coverage, including the New York Times, Financial Times, PARADE Magazine, CNN, the Wall Street Journal, Washington Post, USA Today and many other outlets.
Our public research has led the way in indentifying key trends, including
- How kids have become media producers, not just consumers
- The role of influencers in the family and education markets
- Kids as media ‘multi-taskers’
- Social media and community
- Changing attitudes towards online advertising and commercial messaging
- The nature and growth of the premium service/subscription model in family and education markets
- Underserved populations (kids, parents, schools) attitudes towards and access to technology
- When and how ‘education’ became a key marketing message for home media purchases
- How education leaders make decisions, and their information sources
- Changing education technology budgets
- The importance of open source platforms in education
- The role of technology in learning 21st century skills.
Some of our public and industry reports include:
| |
|
|
 |
|
Ongoing
Our ‘living’ publication on best practices in informal science education for the National Science Foundation. The website we built and maintain for NSF features case studies is at the center of high level contributions and comments by leading informal science educators, researchers and policy makers. |
| |
|
|
| |
|
|
 |
|
2010
Sponsored by Walden University (part of Laureate Education). This report explores the interplay between technology and a variety of key educational objectives. It presents finding from a national survey of teachers and administrators commissioned by Walden. |
| |
|
|
| |
|
|
 |
|
2010
A summary of findings from the seventh Annual PBS Survey of Education Media & Technology conducted by Grunwald Associates LLC. The study examines K-12 educators’ use of — and attitudes towards — media and technology. And for the first time, this year’s survey was expanded to include Pre-K educators.
The PBS News Release is also available. |
| |
|
|
| |
|
|
 |
|
2010
Sponsored by the Educational Testing Service.
This report synthesizes findings from a study we conducted, which included over 80 interviews with state education technology and assessment decision-makers (representing 27 states) along with national education opinion leaders. |
| |
|
|
| |
|
|
 |
|
2010
A presentation delivered at the TED Conference session hosted by the National School Boards Association at the Consortium for School Networking Annual Conference. |
| |
|
|
| |
|
|
 |
|
2009
A report based on a multi-part study we conducted for Chorus America which looked at the impact of Choruses on Children, Adults, and Communities. We surveyed the attitudes, opinions, and activities of more than 2,000 singers in choruses of all kinds, 500 members of the general public, 500 parents, and 300 K-12 educators from throughout the United States. |
| |
|
|
| |
|
|
 |
|
2009
A brief article addressing our social media research findings and a glimpse of the future. |
| |
|
|
| |
|
|
 |
|
2008
A detailed study of family social media use and attitudes. The research is comprised of three parallel surveys with carefully constructed, nationally representative samples of 1,200 teens/children, 1,000 parents, and 250 school district-decision-makers. Kids’ Social Networking was underwritten by MySpace / News Corp., Microsoft and Verizon.
Topics covered include Internet use and attitudes, educational content, handhelds, advertising, and media tradeoffs. The market research license package provides an executive briefing with over 100 slides in a presentation-style report, more than 1,000 pages of cross tab tables, and access to raw data digitally delivered upon request.
Details »
Request a free preview » |
| |
|
|
| |
|
|
 |
|
A public report from the National School Boards Association based on our Kids’ Social Networking Study. |
| |
|
|
| |
|
|
 |
|
2007
A public report from Alloy Media + Marketing based on our Social Media Study. It is intended for marketers and advertisers |
| |
|
|
| |
|
|
 |
|
2007
Findings based on research we conducted for Apple Computer |
| |
|
|
| |
|
|
 |
|
2006
A public report published by the National Cable Television Association’s Cable in the Classroom unit. The report is based on our survey of a stratified sample of 1,045 educators including teachers and library media specialists. |
| |
|
|
| |
|
|
 |
|
2003-2004
A market research report based on our study of children and parent use of technology based on four interrelated surveys. A telephone survey was conducted among a national Random Digit Dial (RDD) stratified sample of over 1,000 U.S. parents or guardians of children ages 2-17, and a series of three online surveys — two among children and one among their parents — was conducted to capture in-depth information about use of technology and media and related attitudes, among Internet-enabled U.S. family households.
This report predicted the emergence of social media powerhouses, and contained the first comprehensive analyses of new media psychographic categories such as online influencers.
Download brochure describing this market study, along with our news release on key market findings. |
| |
|
|
| |
|
|
 |
|
2004
A brief public report from the Consortium for School Networking based on our study of 455 school district decision makers for technology, such as superintendents, assistant superintendents, and directors of instructional technology, chief technology officers and administrators of management information systems. Additional research findings were presented at many education and industry conferences. |
| |
|
|
| |
|
|
 |
|
2004
A market research paper based on a survey of subscribers to Edutopia Magazine, published by the Lucas Foundation, establishing the nature and attitudes of education influencers and their widespread dissatisfaction with current educational practices. |
| |
|
|
| |
|
|
 |
|
2003
A brief public report issued by the Corporation for Public Broadcasting, based on our Children, Families and the Internet 2003-2004. Among other findings, the report discusses the surge in under-served children and families starting to use the net. The CPB news release is also available. The study was underwritten by Kodak, BellSouth and the Educational Testing Service. |
| |
|
|
| |
|
|
 |
|
2002-2003
A market research report based on interviews with a carefully structured sample of decision-makers in 811 school districts (including 90 of the nation’s 100 largest). We explored topics ranging from how school technology buyers learn about products, to online education content, to the future of e-learning. This report contains the first substantial analysis of the impact of parents on school technology use and attitudes. Each chapter includes an implications and recommendations section.
Download brochure describing this market study » |
| |
|
|
| |
|
|
 |
|
2002
A brief public report issued by the National School Boards Association based on our Schools and the Internet study below. It was underwritten by AT&T, Plato Learning, and the Corporation for Public Broadcasting. |
| |
|
|
| |
|
|
|
|
2000
Our pioneering media and technology survey of 1,700 representative families with children 2-17; telephone interviews with parents and many of the children. Findings cover media trade-offs and family use of the internet for both entertainment and education. This report contains the first substantial analysis of media multitasking, and describes the spread of subscription based services used by families.
The market research report is 138 pages, and is available for FREE; data book is more than 300 pages. |
| |
|
|
| |
|
|
 |
|
2000
A brief public report based on the CFI survey, issued by the National School Boards Association with underwriting from Sesame Workshop and Microsoft. |
| |
|
|
|
