Partnering with clients in learning and education—including K-12 and higher education publishers and education technology companies, colleges and universities, workforce readiness programs, professional training and development programs, nonprofit organizations, professional associations, and academic societies—The Boedeker Group combines passion for learning with market research expertise, employing effective and proven methods to build and execute qualitative and quantitative research activities and turn data into actionable insights.

This valuable information helps our clients inform their product development decisions, understand their target audiences, drive market strategy, and achieve business goals.



For each project we take on, our client’s goals become our own. We deliver tailored solutions to help them create better products and reach a wider audience. Here’s a look at some of our recent work and the results we’ve delivered to our partners.

CLIENT NEED: Secure Sales During the Product Development Phase
We partnered with a global learning company in the higher education space to develop an all-digital program in a course area that historically had little digital usage.

TBG collaborated with this client to collect feedback to inform development and improve the product. We created and executed market development plans that included virtual focus groups, digital quick reviews, digital chapter reviews, and class tests. At launch, the product’s base of potential users was solidified, with 94.4% of the participants who completed our market development program identified as “likely” or “very likely” to adopt.

CLIENT NEED: Expand Reach Into New and Different Markets
A leader in education technology sought our expertise in building out their digital offerings across a variety of course areas.

TBG took on all aspects of product and market development in a variety of courses: updating content using the client’s authoring tools; hiring and managing subject matter experts to create content; revising instructor supplements; and ensuring all deliverables met accessibility guidelines. We reviewed every component of the product through course surveys, virtual focus groups, and market research. Our collaboration engaged with markets across all segments of their higher education business. The customer feedback we collected drove product decisions and built the client’s base of potential customers. At the close of the project, our client’s refined product offering held greater appeal to a larger group of potential adopters across a variety of course areas.

CLIENT NEED: Make Data-Informed Decisions About Product Portfolio
In a crowded market, it can be difficult for companies to determine just how well their products are doing.

The TBG team partnered with a global leader in healthcare education who needed market research to see how their products stacked up against the competition. They also required detailed feedback about key course areas instrumental to their growth, all within a quick timeline. Through our feedback and in-depth analyses, we provided the client with detailed market research that highlighted gaps in competitors’ coverage, emphasizing their value proposition and market positioning per course area, exceeding the client’s expectations.

CLIENT NEED: Successful New Product Launch
An IT certifications industry leader wanted to ensure their upcoming product launches would achieve sales goals.

TBG partnered with this client to implement market development strategies, first vetting the client’s list of prospective customers and providing criteria necessary for their largest market segments. TBG also customized a compelling digital walk-through to be used in reviews as well as sales demos. With a prosperous ending to this project, TBG was rehired to tee up another product for a second successful launch.

CLIENT NEED: Successful Relaunch of Existing Product
In a startup environment, every decision counts. Finding the right partner to relaunch a product can make or break the success of the endeavor.

TBG teamed with an educational technology startup in the K-12 space to help them reintroduce their product to the market. To regain the trust of the customers they had previously serviced and recapture adoptions, they needed to expand their reach in new school districts/users, create a new message for their company, and update their website and marketing collateral to best reflect these changes. In short, they needed a reliable and trusted marketing partner. Over the course of a year-long partnership, TBG took over all marketing responsibilities, interfaced with their sales team, and built influence campaigns with a thought leader in the space. Our deliverables included a 20-slide branded sales deck, sales enablement tools (rep talking points, objection strategies, and sell sheets), press releases, RFPs that resulted in three big wins, content marketing strategies, digital product demonstrations, email marketing, and SFDC campaigns. After a year-long engagement and successful relaunch of their product, the company was acquired by a larger educational publisher.


I worked with the Boedeker Group when I lost an in-house Market Development staff member and needed someone who could take the projects off my plate completely. When I first started with TBG, I was a little worried because the launch seemed to take a little longer than I was used to . . . but it turned out this is a signature move of TBG. Gina and her team take the time initially to ensure they understand you, your needs, and your project, and then they work independently and well. I’ve never had such a great hands-off experience. The final deliverables were polished, professional, and full of useful insights and actionable data. It turned out that spending a little extra time early on made for a smooth and easy process. A breath of fresh air, truly.

Claire Brantley

Senior Marketing Manager, Bedford, Freeman, & Worth High School Publishers

Gina and her team clearly have the background and experience with insight efforts to ensure a great experience for both customers and clients. Her process is spot-on, and her execution during conversations is completely aligned with the plan. Post-event, the data and summaries provided helped us quickly zero in on just the nuggets we needed to inform strategy and decision-making. I highly recommend TBG for projects where getting close to customers, getting your hands on the pulse of a market, and creating a foundation for a deeper customer relationship are important. TBG is an especially effective partner for insight and market development projects.


Senior Director of Marketing - Customer & Product Marketing, Elsevier

The Boedeker Group helped support my higher ed product team’s market research, market development and market seeding efforts. We worked with a lot of vendors who performed similar jobs. The Boedeker Group was best in class. Setting aside how easy they are to work with, how well their group scales, what I valued most was the power and clarity of the market and product insight they provided. Gina and her team were game-changers for us. 


Vice President of Portfolio Management, Pearson Education

We’ve worked with The Boedeker Group on a variety of market development projects and we’re always thrilled with the results. No matter what the task, whether high-stakes or smaller potatoes, the Boedeker Group listens carefully, confirms what is needed, and executes. Gina has deep experience in our industry and her instincts about what is needed are right on. It’s a pleasure to work with people who deliver such a thoughtful and well-crafted end product. Looking forward to collaborating in the future!

Katie Crouch

Senior Portfolio Manager, McGraw Hill Education

Gina Boedeker is a true partner. A creative, customer-centered thinker, who has mastered the art of listening. She is an immediate asset to any company or team and has the rare ability to dissect complex problems and market conditions to find simple and actionable solutions. She is one of the most talented and passionate individuals I have had the pleasure of working with and I highly recommend her and her consulting group.

Patrick Brown

Vice President of Operations, Prompt Feedback

We love working with The Boedeker Group and have already planned out our market development activities for next year with them. They are professional, and always deliver quality work on time. Plus, they are lovely people who are fun to work with.

Sadie Ray

Senior Portfolio Manager, McGraw Hill Education

The Boedeker Group developed and managed market research for a prospective product. After an initial meeting to talk about the project, everything else was out of my hands. It was such a relief to hand off a big task and then be able to sit back and watch it happen. At each step, The Boedeker Group sought my review and approval, and they acted quickly and appropriately on all of my input. They really became members of my team! The final report was incredibly thorough and included both short-term and long-term follow-up opportunities. A really good value!

Liz Simmons

Program Manager, Macmillan Learning

Gina is very impressive. We asked for in-depth interviews to be done in one day and she delivered. We asked for her guidance on a rush quant study and she delivered. We will definitely be using her again!

Bill Bonnet

Senior Manager Consumer Insights, Chegg

Gina had an excellent way of digging into a very challenging market and gaining valuable insight. She was very proactive in her efforts and had great new ideas that brought a lot of value to the table. Between running focus groups, and having one-on-one conversations with our main customers, she always was able to provide insightful and quantifiable data to help us make decisions during our product development process. I would recommend using the Boedeker Group to anyone.

Ashley Bryan

Portfolio Manager, Pearson Education

Gina Boedeker is among the most reliable product and marketing minds in the business. During our time together at McGraw-Hill, I observed firsthand Gina’s entrepreneurial spirit and remarkable abilities in her multiple positions of increased responsibility and span of control. Central to her success is a relentless pursuit of understanding every customer and each unique use case. She test and re-tests assumptions and proposed solutions. She engenders trust and cultivates relationships easily, is naturally curious, and isn’t afraid to take risks to create meaningful products with clever branding and associated marketing campaigns. Gina is hyper-organized and consistently executes on her plans—always on time, usually early. Gina was considered a role model by her colleagues and by senior leadership, having grown market share and consistently launching new products that exceeded their top- and bottom-line forecasts. Finally, Gina exhibits uncommon humility and humanity and celebrates the success of others generously. I can’t recommend her highly enough.

Steve Debow

Chief Executive Office, LingroLearning

Thank you so much for writing all of these detailed notes; I know how much time it takes just to collect them, let alone construct a thoughtful summary that is “bite sized” enough for a rep to be able to run with. I have never felt so solid going into a new edition of one of my programs. I really appreciate everything you and your team have done these last few months to make that possible. There are so many things that set TBG apart—you’re extremely detailed; you understand the larger purpose of the project and never lose sight of that; and you’re never lacking for ideas about how to solve a problem. I always had complete faith in your experience and expertise, but I wanted to make sure to tell you that you have done a truly awesome job here.

Sarah Remington

Portfolio Manager, Current Client (Large Educational Publisher)

I recently attended a Virtual Focus Group run by Gina Boedeker of The Boedeker Group. This particular webinar/focus group was EXCELLENTLY coordinated and facilitated. I appreciated how interactive it was, how we were encouraged to speak how the written comments were read aloud and also how the facilitator validated our comments not only during the workshop but after via email. Perhaps one of the best I’ve ever participated in.
Seriously… well done!

Kassia Wosick

Assistant Professor of Sociology, El Camino College

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