Research of consumers' Perception of 1:1 marketing tools in the EdTech market

This article presents the results of an empirical qualitative research of consumer perceptions 1:1 marketing in the EdTech market. Primary data for the study conducted have been obtained from a series of in-depth interviews. Some of the most significant attributes of personalized interactions for consumers have been identified. They include one-on-one interaction with the educator, personal discounts, and the opportunity to get feedback on learning results. The study shows that specifics of the perception of individual marketing in the market are related to the consumer's belonging to one of the three models of behavior and is primarily related to previous consumers' experience.