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Education And Employability
Decoded Parent and Learner Behavior Through 1,800+ parent and student Surveys to identify growth
10 Feb 2026

Client: Edtech company 

Offering: Learner, alumni and stakeholder experience 

Context 

A leading EdTech company sought help to: 

  • Map customer awareness and purchase channels for leading EdTech platforms and identify key purchase influencers 

  • Understand the need for EdTech platforms and their advantages and disadvantages versus offline coaching 

  • Assess online usage behaviour, changes driven by COVID-19, and propensity to renew or purchase products 

Approach 

  • Parent survey: Conducted a survey of 1,091 parents with children in grades 1-12 across Metro, Tier 1, Tier 2, and Tier 3 cities in India 

  • Learner survey: Conducted a survey of 705 students in grades 6-12 across equivalent city tiers 

  • In-depth interviews: Conducted 12 IDIs with learners and parents across city types to explore drivers, inhibitors, and EdTech usage patterns 

Praxis Delivered 

Delivered a comprehensive consumer intelligence report based on 1,800+ respondents, identifying key growth drivers for the Indian EdTech market, platform-level awareness and conversion benchmarks, and the specific inhibitors preventing offline coaching users from shifting online. Provided segmented findings across platforms, city tiers, grades, and household income levels, equipping the client with actionable intelligence for product, marketing, and growth strategy decisions. 


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