"Motivaction has researchers who have substansive knowledge of the education sector and that gives an important added value to the research." 
Jesseke van Buuren, Hoofd communicatie Onderwijsgroep Dunamare

Learning about the motives of students and teachers for better, more effective educational and job market policies.

The motives of students and teachers
The Dutch educational field is characterized by a vast diversity of schools, educational forms and mindsets. Students are the bearers of the future, both for themselves and for their country. The greatest challenge for the field of education is to provide students with the best possible guidance, and to provide teachers with the optimum level of support in this task. This is not possible without thorough knowledge of what drives teachers and students, and of the social context in which they operate.

Motivaction has extensive experience in studying social change and trends. Frequently used in the field of education, the Motivaction publication, De grenzeloze generatie (Generation Without Borders) is an example of this. Challenges that the sector faces, such as segregation, absenteeism and working closely with parents are the result of social processes that manifest themselves in the day-to-day world of education. Solutions may only be found if the causes of the problems are known.

Segmentation: know the students and the teachers
No two students are alike.


  • Using YoungMentality, we study the factors that motivate the students at your educational institution. This provides self-awareness and offers points of departure for designing the mix of educational tools which may be used to reach students and get them involved. Educational publishers also gear their offering to the aspects that motivate students.
  • Using Mentality research, we provide you with information on the motivations of your teachers, and offer starting points for reflection, communication and strategic policy.
  • With regional analyses, we clarify which value segments are present in schools’ service areas, and how the offering may best be geared towards these segments.

Promoting influx
With information on motives, and well thought-out communication, existing patterns and biases may be broken. Why do so few men choose to pursue a career in education, and how can this pattern be broken? Students, but also teachers, harbor deeply rooted and sometimes stereotypical perceptions about what does and doesn’t suit them.

How can we prevent a further increase in the shortage of educational personnel in the future? Why do so few women choose technical careers?
By applying new ways of putting students in contact with study programs that closely correspond to their motives, and by promoting different merits of various disciplines, we can better focus the way we boost the influx of students.

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