Ready to Launch Research conducted a comprehensive education market research study to explore how tuition reimbursement programs impact employee motivation, retention, and recruitment across major industries, including healthcare, IT, manufacturing, retail, and logistics. The project sought to understand how adult learners and HR professionals navigate these programs and what communication or structural barriers stand in the way of effective use. The final deliverables included a social listening report, a market intelligence report, a consumer-facing white paper, and an enterprise-facing white paper focused on tuition reimbursement strategy.
Using qualitative research techniques, Ready to Launch Research conducted six virtual focus groups with a national sample of 33 participants—18 adult learners and 15 HR professionals. Participants spanned multiple industries and educational stages, from GED completion to graduate degrees. Focus groups explored perceptions of tuition assistance, enrollment behavior, decision-making influencers, and unmet needs. The study captured rich insights on career advancement goals, employee education trends, benefits communication, and the disconnect between HR policy and learner experience.
This education market research revealed critical insights for organizations seeking to optimize tuition reimbursement as a workforce development tool. Key findings highlighted widespread mistrust, low awareness, administrative burdens, and a lack of tailored support for working learners. The research shaped strategic recommendations to streamline tuition benefit communications, build trust, and position third-party partners as facilitators. The white papers now serve as foundational resources for marketing, employer engagement, and consumer outreach in the adult education and employee upskilling space.
