{"id":52734,"date":"2024-07-31T13:40:32","date_gmt":"2024-07-31T17:40:32","guid":{"rendered":"https:\/\/www.sisinternational.com\/?page_id=52734"},"modified":"2026-05-01T09:14:30","modified_gmt":"2026-05-01T13:14:30","slug":"academic-market-research","status":"publish","type":"page","link":"https:\/\/www.sisinternational.com\/pt\/education-market-research\/academic-market-research\/","title":{"rendered":"Academic Market Research for Industrial Leaders"},"content":{"rendered":"<div class=\"sis-hero-preserved sis-injected-hero\" data-sis-injected=\"hero\">\n<h1 class=\"wp-block-heading\">Pesquisa de Mercado Acad\u00eamico<\/h1>\n<figure class=\"gb-block-image gb-block-image-d45127e2\"><img loading=\"lazy\" decoding=\"async\" width=\"1456\" height=\"816\" class=\"gb-image gb-image-d45127e2\" src=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Academic-4.jpg\" alt=\"SIS International Market Research &amp; Strategy\" title=\"Academic (4)\" srcset=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Academic-4.jpg 1456w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Academic-4-300x168.jpg 300w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Academic-4-1024x574.jpg 1024w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Academic-4-768x430.jpg 768w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Academic-4-18x10.jpg 18w\" sizes=\"auto, (max-width: 1456px) 100vw, 1456px\"><\/figure>\n<\/p>\n<hr class=\"wp-block-separator has-alpha-channel-opacity is-style-dots\"\/>\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><strong>Through comprehensive data analysis and insights, academic market research helps institutions identify opportunities for growth, innovation, and improvement. <\/strong><\/p>\n<\/blockquote>\n<p>Quais s\u00e3o os principais fatores que impulsionam o sucesso no ensino superior hoje? A pesquisa de mercado acad\u00eamica fornece os insights necess\u00e1rios para descobrir esses fatores.<\/p>\n<p>Hoje, as institui\u00e7\u00f5es educacionais enfrentam in\u00fameros desafios \u2013 desde a mudan\u00e7a na demografia dos alunos at\u00e9 os avan\u00e7os tecnol\u00f3gicos. \u00c9 por isso que a pesquisa de mercado acad\u00eamico oferece dados valiosos sobre essas tend\u00eancias, ajudando as institui\u00e7\u00f5es a adaptarem suas estrat\u00e9gias, melhorarem as experi\u00eancias dos alunos e permanecerem relevantes em um cen\u00e1rio em r\u00e1pida mudan\u00e7a.<\/p>\n<\/p>\n<div class=\"wp-block-columns has-global-color-9-color has-text-color has-background has-link-color wp-elements-f27eb45286003783de0935699f24a7ff is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\" style=\"background-color:#f7f9fa6e\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:18%\"><\/div>\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:71.28%\">\n<div class=\"wp-block-rank-math-toc-block aligncenter has-global-color-9-color has-text-color has-link-color wp-elements-ed0f255d8679720fa06576f6cab99145\" style=\"font-size:16px\" id=\"rank-math-toc\">\n<h2><strong>T<\/strong>able of Contents<\/h2>\n<nav>\n<ul>\n<li class=\"\"><a href=\"#what-is-academic-market-research\">O que \u00e9 pesquisa de mercado acad\u00eamico?<\/a><\/li>\n<li class=\"\"><a href=\"#why-do-businesses-need-academic-market-research\">Por que as empresas precisam de pesquisas de mercado acad\u00eamicas?<\/a><\/li>\n<li class=\"\"><a href=\"#what-are-the-main-benefits-of-academic-market-research\">Quais s\u00e3o os principais benef\u00edcios da pesquisa de mercado acad\u00eamico?<\/a><\/li>\n<li class=\"\"><a href=\"#our-current-market-review-and-recommendations\">Nossa an\u00e1lise e recomenda\u00e7\u00f5es atuais do mercado<\/a><\/li>\n<li class=\"\"><a href=\"#our-recommendations\">Nossas recomenda\u00e7\u00f5es<\/a><\/li>\n<li class=\"\"><a href=\"#largest-growing-segments\">Maiores segmentos em crescimento<\/a><\/li>\n<li class=\"\"><a href=\"#market-drivers\">Drivers de mercado<\/a><\/li>\n<li class=\"\"><a href=\"#market-restraints\">Restri\u00e7\u00f5es de mercado<\/a><\/li>\n<li class=\"\"><a href=\"#how-sis-internationals-academic-market-research-helps-businesses\">Como a pesquisa de mercado acad\u00eamico da SIS International ajuda as empresas<\/a><\/li>\n<\/ul>\n<\/nav>\n<\/div>\n<\/div>\n<\/div>\n<\/p>\n<\/div>\n<h1>Academic Market Research: How Industrial Leaders Win the Next Generation of Specifiers<\/h1>\n<p>Academic market research shapes the procurement decisions of tomorrow&#8217;s principal engineers, lab directors, and R&#038;D leaders. The instruments, software, and components students learn on become the brands they specify a decade later. Industrial firms that understand this dynamic build pipeline advantages that compound for twenty years.<\/p>\n<p>The category sits at the intersection of brand building, product seeding, and competitive intelligence. It informs OEM procurement analysis at the source, before specifications harden. Yet most industrial marketing teams treat universities as a donation channel rather than an intelligence asset.<\/p>\n<h2>Why Academic Market Research Drives Long-Cycle Industrial Demand<\/h2>\n<p>Test and measurement, semiconductor tooling, scientific instruments, and industrial automation share a common pattern. The engineer who runs an oscilloscope at MIT, Tsinghua, or TU M\u00fcnchen carries that brand preference into Boeing, TSMC, or Bosch. Switching costs in instrumentation are high. Familiarity with a user interface, a scripting environment, or a calibration workflow becomes a sticky preference embedded in total cost of ownership calculations.<\/p>\n<p>This is why Keysight, Tektronix, National Instruments, Fluke, and Rohde &#038; Schwarz invest heavily in academic seeding. The same logic applies to Ansys in simulation, Autodesk in CAD, MATLAB in control systems, and SolidWorks in mechanical design. The university lab is the top of a twenty-year specification funnel.<\/p>\n<p><span style=\"color:#216896;border-left:3px solid #216896;padding-left:0.5rem;\">SIS International Research has conducted brand awareness studies among electrical engineering students and faculty across the United States, China, South Korea, Japan, Malaysia, Germany, Canada, the United Kingdom, France, Australia, Israel, and Sweden. The pattern is consistent: unaided recall in academic settings predicts industrial preference shifts roughly five to seven years downstream, particularly in oscilloscopes, spectrum analyzers, and signal generators.<\/span><\/p>\n<h2>The Three Layers of Academic Market Research<\/h2>\n<p>Effective academic market research separates three distinct intelligence questions. Conflating them produces unusable data.<\/p>\n<p><strong>Brand awareness and preference.<\/strong> Unaided recall, aided recall, and stated purchase intent across student and faculty cohorts. The diagnostic value sits in the gap between aided and unaided. A brand with high aided awareness but low unaided recall has a salience problem, not a distribution problem.<\/p>\n<p><strong>Specification influence.<\/strong> Who actually selects equipment for teaching labs and research grants. Department chairs, principal investigators, and lab managers each weight cost, performance, and ecosystem differently. A grant-funded research lab buying a $400,000 vector network analyzer applies different criteria than an undergraduate teaching lab outfitting twenty benches.<\/p>\n<p><strong>Curriculum embedment.<\/strong> Which software environments, programming languages, and hardware platforms appear in required coursework. This is the deepest moat. Once a tool is embedded in ABET-accredited curricula or required textbooks, displacement takes a decade.<\/p>\n<h2>What Separates Effective Academic Studies from Generic Brand Trackers<\/h2>\n<p>The conventional approach treats academic respondents as a younger version of the industrial buyer. The better approach recognizes that academic decision logic is structurally different. Faculty buyers optimize for pedagogical fit, grant compliance, and reproducibility across cohorts. Industrial buyers optimize for throughput, calibration traceability, and integration with existing test benches.<\/p>\n<p>Sample design matters more here than in most B2B work. A study that pools graduate students with tenured faculty produces averaged nonsense. Stratification by role (undergraduate, graduate, postdoc, faculty), by institution tier (R1 research universities, technical institutes, regional engineering schools), and by sub-discipline (RF, power electronics, embedded systems, photonics) is the minimum viable design.<\/p>\n<p><span style=\"color:#216896;border-left:3px solid #216896;padding-left:0.5rem;\">In structured B2B expert interviews conducted by SIS with department heads and lab directors across twelve countries, the variables that most predicted brand displacement were software ecosystem lock-in, availability of educational licenses, and the presence of vendor-provided lab curricula. Price ranked fourth.<\/span><\/p>\n<h2>Geographic Variance That Changes Investment Allocation<\/h2>\n<p>Academic market research is rarely globally uniform. National funding structures, language of instruction, and industrial policy create sharp regional differences. A budget allocation that mirrors industrial revenue share will misfire.<\/p>\n<figure class=\"wp-block-table sis-injected-table\" data-sis-injected=\"table\">\n<table>\n<thead>\n<tr>\n<th>Region<\/th>\n<th>Dominant Academic Buying Driver<\/th>\n<th>Implication for Vendors<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td>Estados Unidos<\/td>\n<td>Federal grant cycles (NSF, DOE, DOD)<\/td>\n<td>Align product seeding with grant award timing<\/td>\n<\/tr>\n<tr>\n<td>China<\/td>\n<td>National key labs and 985\/211 institutional priorities<\/td>\n<td>Partner with designated state laboratories<\/td>\n<\/tr>\n<tr>\n<td>Alemanha<\/td>\n<td>Fraunhofer-affiliated applied research<\/td>\n<td>Bridge academic and industrial use cases<\/td>\n<\/tr>\n<tr>\n<td>Japan \/ South Korea<\/td>\n<td>Corporate-university joint labs<\/td>\n<td>Engage through industrial sponsor<\/td>\n<\/tr>\n<tr>\n<td>Israel<\/td>\n<td>Defense-adjacent research and rapid commercialization<\/td>\n<td>Short cycles, high technical depth<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/figure>\n<p style=\"font-size:11px;color:#666;margin-top:4px;\"><em>Source: SIS International Research<\/em><\/p>\n<h2>The SIS Academic Intelligence Framework<\/h2>\n<p>SIS structures academic market research engagements around four sequential layers. Each answers a different decision a VP of marketing or business development needs to make.<\/p>\n<p><strong>Layer 1: Awareness diagnostic.<\/strong> Unaided and aided brand recall, segmented by sub-discipline and geography. Establishes the share-of-mind baseline.<\/p>\n<p><strong>Layer 2: Preference and purchase intent.<\/strong> Stated brand preference for category-specific instruments. Identifies where preference exceeds awareness (latent demand) and where awareness exceeds preference (positioning problems).<\/p>\n<p><strong>Layer 3: Specification driver mapping.<\/strong> Conjoint or MaxDiff exercises identifying which product attributes drive faculty selection. Distinguishes pedagogical attributes from research attributes.<\/p>\n<p><strong>Layer 4: Curriculum and ecosystem audit.<\/strong> Desk research and faculty interviews to map software, hardware, and platform embedment in required coursework across target institutions.<\/p>\n<p>The output is a country-by-country, discipline-by-discipline allocation model that tells leadership where to seed, where to defend, and where to disengage.<\/p>\n<h2>Where Academic Market Research Connects to Industrial Strategy<\/h2>\n<figure class=\"wp-block-image size-large sis-injected-img\" data-sis-injected=\"img\"><img loading=\"lazy\" decoding=\"async\" width=\"1456\" height=\"816\" class=\"gb-image gb-image-cda502d9\" src=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Academic-2.jpg\" alt=\"SIS International Market Research &amp; Strategy\" title=\"Academic (2)\" srcset=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Academic-2.jpg 1456w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Academic-2-300x168.jpg 300w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Academic-2-1024x574.jpg 1024w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Academic-2-768x430.jpg 768w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Academic-2-18x10.jpg 18w\" sizes=\"auto, (max-width: 1456px) 100vw, 1456px\"><\/figure>\n<p>The reason this work belongs on a Fortune 500 VP&#8217;s agenda is the time horizon. Bill of materials optimization, aftermarket revenue strategy, and installed base analytics all depend on which platforms become the default in industrial settings. The default is set in the lab.<\/p>\n<p>Companies that map academic preference alongside industrial competitive intelligence catch displacement signals earlier. When a low-cost Chinese oscilloscope brand gains unaided recall in graduate RF labs in three target geographies, the industrial market reads it five years later. The firms tracking academic data adjust pricing and channel strategy before the revenue line moves.<\/p>\n<p><span style=\"color:#216896;border-left:3px solid #216896;padding-left:0.5rem;\">SIS International&#8217;s proprietary research in test and measurement, semiconductor capital equipment, and scientific instruments indicates that academic share-of-preference is the most reliable leading indicator of industrial market share movement in instrumentation categories with high switching costs.<\/span><\/p>\n<h2>Building the Internal Case for Academic Market Research<\/h2>\n<figure class=\"wp-block-image size-large sis-injected-img\" data-sis-injected=\"img\"><img loading=\"lazy\" decoding=\"async\" width=\"1456\" height=\"816\" class=\"gb-image gb-image-8c7042c1\" src=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Education-1.jpg\" alt=\"SIS International Market Research &amp; Strategy\" title=\"Education (1)\" srcset=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Education-1.jpg 1456w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Education-1-300x168.jpg 300w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Education-1-1024x574.jpg 1024w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Education-1-768x430.jpg 768w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Education-1-18x10.jpg 18w\" sizes=\"auto, (max-width: 1456px) 100vw, 1456px\"><\/figure>\n<p>The argument that lands with CFOs is not &#8220;brand building.&#8221; It is pipeline math. A reasonable estimate of lifetime industrial revenue per converted engineer, multiplied by graduating cohort size in target programs, multiplied by realistic preference-to-purchase conversion, produces a defensible NPV. SIS has built these models for clients in instrumentation, simulation software, and laboratory equipment. The numbers usually justify a meaningful budget reallocation from general brand spend to academic-specific programs.<\/p>\n<p>Academic market research is the instrument that calibrates that reallocation. Without it, academic seeding is a faith-based donation. With it, the program becomes a measurable component of industrial growth strategy.<\/p>\n<h2 id=\"about-sis-international\" style=\"font-family:Arial,sans-serif;color:#1a3d68;\">Sobre SIS Internacional<\/h2>\n<p><a href=\"https:\/\/www.sisinternational.com\/pt\/\">SIS Internacional<\/a> oferece pesquisa quantitativa, qualitativa e estrat\u00e9gica. Fornecemos dados, ferramentas, estrat\u00e9gias, relat\u00f3rios e insights para a tomada de decis\u00f5es. Tamb\u00e9m realizamos entrevistas, pesquisas, grupos focais e outros m\u00e9todos e abordagens de Pesquisa de Mercado. <a href=\"https:\/\/www.sisinternational.com\/pt\/about-sis-international-research\/contact-sis-international-market-research\/\">Entre em contato conosco<\/a> para o seu pr\u00f3ximo projeto de pesquisa de mercado.<\/p>\n<p><!-- sis-hreflang-start -->\n<link rel=\"alternate\" hreflang=\"en-US\" href=\"https:\/\/www.sisinternational.com\/education-market-research\/academic-market-research\/\" \/>\n<link rel=\"alternate\" hreflang=\"ar\" href=\"https:\/\/www.sisinternational.com\/ar\/education-market-research\/academic-market-research\/\" \/>\n<link rel=\"alternate\" hreflang=\"zh-CN\" href=\"https:\/\/www.sisinternational.com\/zh\/education-market-research\/academic-market-research\/\" \/>\n<link rel=\"alternate\" hreflang=\"zh-HK\" href=\"https:\/\/www.sisinternational.com\/zh_hk\/education-market-research\/academic-market-research\/\" \/>\n<link rel=\"alternate\" hreflang=\"nl-NL\" href=\"https:\/\/www.sisinternational.com\/nl\/education-market-research\/academic-market-research\/\" \/>\n<link rel=\"alternate\" hreflang=\"fr-FR\" href=\"https:\/\/www.sisinternational.com\/fr\/education-market-research\/academic-market-research\/\" \/>\n<link rel=\"alternate\" hreflang=\"de-DE\" href=\"https:\/\/www.sisinternational.com\/de\/education-market-research\/academic-market-research\/\" \/>\n<link rel=\"alternate\" hreflang=\"it-IT\" href=\"https:\/\/www.sisinternational.com\/it\/education-market-research\/academic-market-research\/\" \/>\n<link rel=\"alternate\" hreflang=\"ja\" href=\"https:\/\/www.sisinternational.com\/ja\/education-market-research\/academic-market-research\/\" \/>\n<link rel=\"alternate\" hreflang=\"ko-KR\" href=\"https:\/\/www.sisinternational.com\/ko\/education-market-research\/academic-market-research\/\" \/>\n<link rel=\"alternate\" hreflang=\"pl-PL\" href=\"https:\/\/www.sisinternational.com\/pl\/education-market-research\/academic-market-research\/\" \/>\n<link rel=\"alternate\" hreflang=\"pt-BR\" href=\"https:\/\/www.sisinternational.com\/pt\/education-market-research\/academic-market-research\/\" \/>\n<link rel=\"alternate\" hreflang=\"es-ES\" href=\"https:\/\/www.sisinternational.com\/es\/education-market-research\/academic-market-research\/\" \/>\n<link rel=\"alternate\" hreflang=\"en\" href=\"https:\/\/www.sisinternational.com\/education-market-research\/academic-market-research\/\" \/>\n<link rel=\"alternate\" hreflang=\"zh\" href=\"https:\/\/www.sisinternational.com\/zh\/education-market-research\/academic-market-research\/\" \/>\n<link rel=\"alternate\" hreflang=\"nl\" href=\"https:\/\/www.sisinternational.com\/nl\/education-market-research\/academic-market-research\/\" \/>\n<link rel=\"alternate\" hreflang=\"fr\" href=\"https:\/\/www.sisinternational.com\/fr\/education-market-research\/academic-market-research\/\" \/>\n<link rel=\"alternate\" hreflang=\"de\" href=\"https:\/\/www.sisinternational.com\/de\/education-market-research\/academic-market-research\/\" \/>\n<link rel=\"alternate\" hreflang=\"it\" href=\"https:\/\/www.sisinternational.com\/it\/education-market-research\/academic-market-research\/\" \/>\n<link rel=\"alternate\" hreflang=\"ko\" href=\"https:\/\/www.sisinternational.com\/ko\/education-market-research\/academic-market-research\/\" \/>\n<link rel=\"alternate\" hreflang=\"pl\" href=\"https:\/\/www.sisinternational.com\/pl\/education-market-research\/academic-market-research\/\" \/>\n<link rel=\"alternate\" hreflang=\"pt\" href=\"https:\/\/www.sisinternational.com\/pt\/education-market-research\/academic-market-research\/\" \/>\n<link rel=\"alternate\" hreflang=\"es\" href=\"https:\/\/www.sisinternational.com\/es\/education-market-research\/academic-market-research\/\" \/>\n<!-- sis-hreflang-end --><\/p>","protected":false},"excerpt":{"rendered":"<p>Pesquisa de mercado acad\u00eamico Por meio de an\u00e1lises e insights abrangentes de dados, a pesquisa de mercado acad\u00eamico ajuda as institui\u00e7\u00f5es a identificar oportunidades de crescimento, inova\u00e7\u00e3o e melhoria. Quais s\u00e3o os principais fatores que impulsionam o sucesso no ensino superior hoje? A pesquisa de mercado acad\u00eamica fornece os insights necess\u00e1rios para descobrir esses fatores. Hoje, as institui\u00e7\u00f5es educacionais enfrentam in\u00fameros desafios \u2014 desde a mudan\u00e7a na demografia dos estudantes at\u00e9\u2026 <a title=\"Academic Market Research for Industrial Leaders\" class=\"read-more\" href=\"https:\/\/www.sisinternational.com\/pt\/education-market-research\/academic-market-research\/\" aria-label=\"Read more about Academic Market Research for Industrial Leaders\">Leia mais<\/a><\/p>","protected":false},"author":1,"featured_media":63123,"parent":84844,"menu_order":469,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-52734","page","type-page","status-publish","has-post-thumbnail"],"_links":{"self":[{"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/pages\/52734","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/comments?post=52734"}],"version-history":[{"count":22,"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/pages\/52734\/revisions"}],"predecessor-version":[{"id":85909,"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/pages\/52734\/revisions\/85909"}],"up":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/pages\/84844"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/media\/63123"}],"wp:attachment":[{"href":"https:\/\/www.sisinternational.com\/pt\/wp-json\/wp\/v2\/media?parent=52734"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}