EXAMPLE REFLECTION – MIND MAPPING

Challenge

A Kindergarten’s Manager in México wanted to know about the willing to enroll (and the potential  local demand) for his new Elementary school project with the same brand, philosophy and  educational method at his area. This project attempts to be an extension of the existing  educational offering. The school has been performing for 24 years only at the Kindergarten  educational stage with a well differentiated product. On the other hand, the Elementary school  project has been significantly encouraged by 2 types of parents: the ones that are requesting for a  continued school for their kids (because it is near or convenient for their families), and those  parents who had experienced good results with their kids on their kindergarten first years. Now  that School has been highly recommended by parents, Marketing costs are fewer than ever  because of the powerful word of mouth at the city. Now the challenge is to demonstrate or  eliminate the hypothesis and assumptions on the consumers making decision process (specifically  parents of 3rd kindergarten students) that need to make a decision before February 2016 between  existing (and potential) local Elementary Schools.  With this, we could have great information to  foresee if the Elementary School project (specifically on a new location) will be feasible for this  Educational Institution.

Selection

The tool I applied with the “On hand potential customers” group (19 parents that are already  clients of the kindergarten school) was Mind Mapping. It provided a clear understanding of the key  factors on consumers making decision process for this segment. It clearly revealed which factors  are strongly playing before choosing a school and how lifestyle, expectations and new educational  techniques are influencing their decisions.  The information obtained after this session and  reflection also let us identify patterns and enabled us to build 3 Personas as prototypes of future  clients (target) for Elementary School project.  I also used this tool as a feasible way to problem  solving. The minimum statistical sample for these purposes is not achievable with little time, low  budget and few resources.

Application & Insight

I started the session with soft questions to answer under a Likert scale like: From 5 to 1 (5 is the  most likely) As a parent, how deep are you involved with the next School decision for your kids?  how hard it is for you (and your family) to analyze all options and get into a conclusion? I realized  that most of them are highly involved but getting crazy when getting to conclusions. Then, I asked  mothers and fathers to write down how was a week in their lives as parents, specifically regarding  with their kid’s rising and education process: routines, activities, tricks, compensation systems and  everything else. I felt parents venting their stress while they laughed from time to time from  themselves! Soon I got a deeper insight on how lifestyles are driving certain issues for education

and which key factors must be included in that new Elementary school offering. When 19 life maps  were ready, I asked people to write aside one word to describe what can be improved about that.  Then, they must write down (again with one word) what made them feel more upset about it. It  was obvious that parents were facing certain challenges and troubles when rising and educating  their kids. One assumption is that some of these issues can be resolved with a new educational  method to practice in both places: at school and at home. After that, I asked parents to write  down on a post-it the objectively best solution they can give to every described issue (trying to get  to ‘What Wows’, either is on their hands or not). I found certain “best solutions” (now key factors)  in common; these items were absolutely influencing their decisions for Elementary School:   professors mastery, monthly clear objectives, kid’s development skills, experiential education,  personalized education, ambient, learning materials, learning systems, human development,  sports and culture, values, schedule, facility conditions, infrastructure, policies, congruence of  thought, communication, feedback, advising and educational psychology system (Please note is a  Mexican school). By the way, these key factors can be clustered into 3 big bundles: operational  excellence, customer intimacy and performance superiority, according to Wharton’s School  Marketing Leadership Theory, so New Elementary School Project can now leverage these key  factors into their Marketing and communication strategy. I then found 3 client prototypes: 1) the  ones who want to perpetuate their lifestyle and want some key relationships for their kids and a  fair value elementary education 2) the ones that are genuinely involved in kid’s development  procuring new experiences and methods for better competences, and are willing to spend more  time and money in it. 3) The ones that are involved but with less time to spend because of full- time work; although they are seemingly “away for hours”, they give extra value to feedback and  communication between family and school.

Approach

I must develop more visual support materials to find results easier than this way. I noticed people  extended away the time session when they expressed their opinions and sometimes trying to  justify why are they acting like this with their kids (specifically at the “upset” word), when the  session purpose was not to go deeper into justifications or feelings. Anyway, I felt this first shot  productive!

