Outcomes & Outputs

The output of the work was a report detailing themes resulting from the research, broken down by the 4 sections of the organisation requiring analysis.​​
We provided:​​

• Behavioural personas​
• Digital estate recommendations​
• Brand recommendations​
• Culture and organisational structure recommendations​​

The outcome was the inception of a new culture change workstream within the transformation programme, and a leadership-led programme of work to embed the recommendations, of which This is Milk became a key partner.​​

The project

​We were hired to work with Education Scotland to undertake a market discovery project, investigating their brand, their users and their digital infrastructure, and to provide a set of key user personas, and themed recommendations for 4 strands of work.

Our work

We designed a research strategy to understand the needs and views of a broad range of Education Scotland’s audiences, specifically landing on the views of educators as the dominant user type to be understood. We worked closely with the ES user research team to share insights, methodologies and ensure efficiency in activities and outputs.​

​We undertook recruitment of educators across the education spectrum from early years through to secondary school, and at all levels of the school hierarchy, ensuring coverage from a geographical perspective.  In addition we ran 3 school wide workshops, attended 3 relevant trade events for contextual analysis and user recruitment, and we conducted stakeholder interviews with relevant teams and individuals.  Desk research included a digital estate audit and a semiotic analysis of brand artefacts and communications.​

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