Refined Pricing and Product Design for better delivery Through 650+ User Surveys and Persona-Led
19 Feb 2026
Identified six parent archetypes and conversion thresholds to refine pricing, grade-bucket strategy, and product positioning.
Client: Education service provider
Offering: Learner, alumni and stakeholder experience
Context
A K–12 online tuition platform wanted Praxis' perspective on:
Parent personas, preferences, and the design of tuition as a primary versus secondary product
Decision-making criteria for a K–12 online tuition platform across different grade buckets
Approach
Primary research: Interviewed 38 users of online and offline tuition platforms and three competitor employees to gather qualitative insight on behavior and preferences
Consumer survey: Conducted a survey of 686 respondents across online and offline tuition platforms and cities to quantify preferences and willingness to shift
Secondary research: Analyzed press releases, public reports, company websites, and social media to supplement primary findings
Praxis Delivered
Identified six distinct parent archetypes in the Indian after-school tuition market with differentiated motivations and decision-making patterns. Found that 58% of offline and non-tuition users were likely to shift to online platforms if their key problems were addressed, a figure significantly lower at 41% in Tier 2+ cities and delivered platform-specific conversion benchmarks, grade-bucket pricing thresholds, and product design recommendations to guide the client's platform strategy.