User Research and Staying Close to Parents

On this episode of Trending in Education, host Mike Palmer sits down with Jon Deane, CEO of GreatSchools, for a deeply informed conversation about the choices—and complexities—facing modern parents. GreatSchools' mission is simple: to help every parent cut through the noise and truly understand their children's educational options. As a parent to a 6-year-old, Mike knows firsthand that the pressure to choose the right path is real, and it often doesn't get the attention it deserves.

Jon's professional journey—from accountant to school principal to philanthropy and now to leading GreatSchools—is a testament to the fact that education itself is a profoundly complex system. Now, we're asking the million-dollar question: what do parents really need to know to give their kids the best support? GreatSchools, an organization that’s been tackling this challenge for over 25 years, is here to help us unpack it.

🔑 Key Takeaways:

• The School Choice Paradox: School choice isn't a future trend; it's a current reality, with some districts presenting over 100 options just for kindergarten. We explore how this proliferation of options is driven by a collective need to ensure every kid finds the "right fit".

• The Problem of "Noise": Parents are bombarded by information from every corner—teachers, schools, districts, and the media—making it nearly impossible to find the essential signal in the deafening noise. GreatSchools' solution involves providing data on outcomes, programs, and robust parent reviews to create a coherent, usable picture.

• Progress Over Scores: The conversation pivots away from teaching to the test. Jon explains that GreatSchools' metrics focus on academic progress—how much students are actually growing—a measure he considers as, if not more, important than pure test scores.

• AI as a Personal Matchmaker: How can technology address the reality that every child is wildly different? We look at how GreatSchools is using AI to gather more descriptive data and refine a search to find the perfect fit for "Mike Palmer and your 6-year-old," moving beyond generic recommendations.

• Learning Beyond the Building: The future of educational support lies outside the classroom. Jon unveils GreatSchools’ next strategic horizon: integrating information about learning opportunities like public library programs and coding classes to help parents create a comprehensive, ongoing learning narrative for their families.

💡 Why You Should Listen:

If you've ever felt like you're treading water trying to make sense of school data, this episode is essential listening. We uncover the critical work GreatSchools is doing to transform information—and even new trends like micro-schools and AI —into curated, actionable guidance.

We discuss the ethical use of data, why transparency and explainable AI are non-negotiable in this space , and how school leaders can actively "claim" and own their school's narrative on the platform. Jon also provides vital advice for parents: get to know your child’s needs, ask the right questions, and use data to ask for the options that might not be right down the street.

Find more transparent resources and make sense of your options at GreatSchools.org.

Like, follow, and subscribe to Trending in Education wherever you get your podcasts!

00:00 Introduction and Guest Welcome

01:05 Jon Deane's Professional Journey

02:33 Great Schools: Mission and Impact

04:07 Navigating School Choices

07:13 Data and Reviews in Education

13:23 AI and Future of Education

15:39 Engaging with Parents and Schools

27:32 Conclusion and Final Thoughts