The Learning Library: Using Ethnographic Film as an Organizational Change Tool by Scaling Human Insights across a National Preschool System

Abstract

Attracting and retaining teaching talent was a significant problem for Primrose Schools – a premium priced leader in early education with 375+ franchised schools. Despite all of the enthusiasm and growth around early education, teacher wages have remained stagnant at a national average of $10.60/hr. Healthcare is rarely covered, hours are long, and the job is demanding. Unsurprisingly, there is a 30% turnover rate for preschool teachers industry‐wide. This challenge became the basis of a generative study designed to understand the lives of preschool teachers in and outside of the classroom. In‐depth interviews were filmed and edited into “insight sequences” that revealed deep misperceptions between school owners and teachers. The findings found their way beyond corporate. They were turned into a system‐wide “Learning Library” seen by over 11,500 employees, compelling a Franchisee‐led task force to address pay and benefits.