Kathy Mickey is a managing editor of the Education Group at Simba Information, where she has worked for 19 years, authoring more than 50 studies focused on PreK-12, higher education instructional materials, and educational technology. She also is the primary author of the biweekly newsletter Educational Marketer and oversees the editorial production of a second biweekly newsletter Electronic Education Report.
Kathy’s research has been cited in numerous publications, including The New York Times, The Wall Street Journal, The Seattle Times, The Boston Globe, and NPR. She has attended such conferences as LearnLaunch, EDUCAUSE, CAMEX, Digital Book World, and BMO Capital Markets Back to School Conference.
Check out the interview below to learn more about Kathy and her work in education industry analysis.
How did you first become interested in market research?
I was transitioning out of a career as a newspaper reporter and editor and found that much of the knowledge and many of the tools I had developed as an education journalist were applicable in the development of usable research about the business of educational publishing and technology.
Describe the research methods you often use.
The research we do in the Education Group is journalism-based, and we rely on independent research sources and conduct interviews with sources who produce the products and the educators who use the products.
Who uses the market research you help produce? How does the research help clients with their work?
Users include executives, product creators, marketers, and sales people in companies that develop instructional materials and companies that distribute the products; technology firms that provide equipment for classrooms or networks on which students and instructors work; and the investors and analysts who study and work in this market.
The research helps these clients understand the shape of the market, the various segments of the market, the trends affecting the market, the opportunities and challenges for selling into the market and where the opportunities for new product development likely will be.
What are some capabilities and services that Simba provides that go beyond the report?
We work with companies on custom projects that drill down into particular market segments or provide user feedback about particular areas. The Knowledge Center platform provides the broadest access to current and historical Simba Education Group research on a subscription basis for recurring use as needed. And, analysts can be available for discussions about particular reports or general education market inquiries.
What sources does your research draw from?
We draw from respected, independent third-party research for landscape data, our ongoing reporting for the newsletters, and interviews with industry sources, subject-area experts, and educators in the field. The idea is to look for what is being produced by the industry and how it sells—and how it is being used in the field.
About Simba Information
Simba Information was formed in 1989 and is widely recognized as the leading authority for market intelligence and forecasts in the media industry. Serving the information needs of both traditional and new media organizations, Simba provides key decision-makers at over 15,000 client companies across the globe with timely news, analysis, exclusive statistics, and proprietary industry forecasts. Simba's extensive information network delivers top quality, independent perspective on the people, events and alliances shaping the media and information industry. Simba's tightly focused editorial and marketing teams meet these needs through the publication of newsletters, research reports, and industry events.
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