Market research into the digital educational content creation market
Mäenpää, Oskari (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025051411726
https://urn.fi/URN:NBN:fi:amk-2025051411726
Tiivistelmä
The business world is adopting AI into everyday work of their employees at a rapid pace. Busi-ness leaders are becoming more accustomed to the use of AI with 23% of CEO’s and 32% of CMO’s already adopting it with more to follow suit in the near future (Statista 2024). This rapid rise of AI in the workplace opens opportunities for new applications, an opportunity which Marble Hill Partner Oy is aiming to take. Marble Hill Partner is creating a new automated, AI-assisted service which would convert PDF-documents into videos for educational purposes. Before releasing the service, Marble Hill Partner want to conduct market research into the current digital educational content creation market, to identify to what extent is there a demand for their service.
This research project was conducted with the objective of understanding the extent of demand for a service converting PDF-documents into educational videos within industrial B2B manufacturers and universities. To meet this objective, it was divided into three parts: identifying current difficul-ties in the market, how can Marble Hill Partners service provide value and how much interest is there in new methods of content creation in the market. The research followed a qualitative meth-od, with 12 participants being interviewed of whom 10 were product managers in industrial B2B manufacturers and 2 were university professors. Of these respondents, 8 were based in Finland, 2 in Germany, 1 in Italy and 1 in Switzerland. Interviews were conducted through Microsoft Teams in a semi-structured format.
Analysis of collected data was completed through an initial thematic analysis, followed by a content analysis and a simultaneous use of grounded theory throughout the analysis of data. Results indicated that industrial B2B manufacturers and universities are facing a variety of difficulties in the creation of digital educational content. The foremost of these were a lack of time and resources, and communication issues. Furthermore, respondents indicated that Marble Hill Partners service would be useful for reducing the time, resources and skills required, improving efficiency as well as making more flexible educational content.
However, this study has a few limitations. The researcher’s lack of resources resulted in a small sample size that may not accurately represent the whole market. Furthermore, the researcher lacked experience in conducting market research, possibly causing some areas of interest to be missed or misinterpretation of information. As a result of these limitations, it is recommended that Marble Hill Partner conducts a quantitative study to reaffirm the aforementioned findings, using this study as a guide for further questioning.
This research project was conducted with the objective of understanding the extent of demand for a service converting PDF-documents into educational videos within industrial B2B manufacturers and universities. To meet this objective, it was divided into three parts: identifying current difficul-ties in the market, how can Marble Hill Partners service provide value and how much interest is there in new methods of content creation in the market. The research followed a qualitative meth-od, with 12 participants being interviewed of whom 10 were product managers in industrial B2B manufacturers and 2 were university professors. Of these respondents, 8 were based in Finland, 2 in Germany, 1 in Italy and 1 in Switzerland. Interviews were conducted through Microsoft Teams in a semi-structured format.
Analysis of collected data was completed through an initial thematic analysis, followed by a content analysis and a simultaneous use of grounded theory throughout the analysis of data. Results indicated that industrial B2B manufacturers and universities are facing a variety of difficulties in the creation of digital educational content. The foremost of these were a lack of time and resources, and communication issues. Furthermore, respondents indicated that Marble Hill Partners service would be useful for reducing the time, resources and skills required, improving efficiency as well as making more flexible educational content.
However, this study has a few limitations. The researcher’s lack of resources resulted in a small sample size that may not accurately represent the whole market. Furthermore, the researcher lacked experience in conducting market research, possibly causing some areas of interest to be missed or misinterpretation of information. As a result of these limitations, it is recommended that Marble Hill Partner conducts a quantitative study to reaffirm the aforementioned findings, using this study as a guide for further questioning.