UNIT 4
Introduction
EdTech companies operate in a competitive market and as such, use various marketing techniques to communicate their evidence or benefits to schools and families. Policy-makers’ responsibility is to ensure ethical, transparent and discerned communication by edtech companies. The goal oCf this unit is to ensure that the evidence supporting an EdTech tool is both accessible and understandable to stakeholders, including educators, administrators, and the broader public.
Learning objectives
Understand the importance of clarity, transparency, and contextualization in communicating EdTech evidence to various stakeholders.
Learn how to use data visualization and engaging formats to present research findings in an accessible and actionable way.
Explore the role of certifications and badges in distinguishing evidence-based EdTech tools and their potential challenges.
Analyze and evaluate different EdTech certifications to guide policy-making and ensure alignment with educational standards and effectiveness.
When developing the Edtech evidence communication guidelines for your country, we recommend these key points:
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Ensure that research findings are communicated in simple, jargon-free language, highlighting the most important outcomes of the study. Key takeaways should be easily understood by non-experts.
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Be clear about the methodology used in evaluating the EdTech product. Was it a randomized controlled trial (RCT), quasi-experimental design, or correlational study? Transparency builds trust in the results.
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Provide context for the results. How do the outcomes compare to other similar EdTech tools? What are the specific educational settings or demographics that benefit most from the tool?
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Use infographics, charts, and other visual aids to present complex data in a more digestible format. Effective visuals can help bridge the gap between dense research reports and actionable insights.
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Communicate evidence through multiple formats, such as executive summaries, blogs, webinars, or policy briefs, depending on the audience. Tailoring the message helps reach different stakeholders more effectively.
This brief presents an example of synthesizing and simplifying results from a Randomized Controlled Trial that was conducted to test efficacy of Chimple, a game based EdTech solution for foundational literacy and numeracy. It summarises the model of implementation and evaluation using simple visuals that are easy to understand, and communicates key findings in a concise manner.
Certifications and Badges in EdTech
There are more than 500,000 apps marketed as educational. In the crowded EdTech marketplace, certifications and badges have become a popular way to signal the quality and evidence base of a product. Certifications can help users (schools and families) differentiate products that are evidence-based from those that are not. However, as highlighted in several reports questioning the trust of edtech communication, the landscape of certifications is varied and, in some cases, unregulated. It’s important to understand what these certifications represent and how they can be used to guide decision-making.
Why Are Certifications Important?
Certifications provide a shorthand for decision-makers—like school districts and educators—to determine whether an EdTech tool meets certain standards of quality, usability, and effectiveness. They are designed to:
Build trust by verifying that the product is backed by evidence.
Help educators and policy-makers differentiate between products that have been rigorously tested and those that have not.
Ensure alignment with standards such as ESSA (Every Student Succeeds Act) or other regional frameworks.
Types of EdTech Certifications
There are several types of certifications that EdTech companies can pursue to signal that their products are evidence-based. In USA, there are most certifications available worldwide and they tap into several areas.
Certification
ESSA Evidence-Based Tiers
Digital Promise Certification
LearnPlatform by Instructure
Common Sense Education
Global Certifications
Fact Box: Key Certifications at a Glance
Criteria
RCTs or Quasi-Experiments (Tier 1 & 2)
RCTs or Quasi-Experiments (Tier 1 & 2)
Alignment with ESSA standards
Privacy, safety, ease of use
National/regional standards for usability, privacy
Value for Policy-Makers
Reliable evidence of educational impact; trusted by schools.
Focuses on learning science; good indicator of design quality.
Verifies that products meet federal funding criteria.
Trusted for student safety and engagement metrics.
Increasingly relevant in Europe, LATAM, and Africa.
Tulna Standards EdTech certification is a comprehensive framework designed to ensure the quality, relevance, and effectiveness of educational technology solutions. Tailored for policy-makers, this certification emphasizes evidence-based standards that address key areas such as content accuracy, pedagogical effectiveness, accessibility, and inclusivity. The certification process also encourages continuous improvement, making it a valuable tool for driving informed decisions and sustainable education policies. LINK
Challenges with Certifications
To address these challenges, the International Certification for Evidence of Impact in Education (Eduevidence.org) has developed a system that operates as a world-leading umbrella certification body by establishing a comprehensive and globally recognized framework for EdTech certification. Using the 5Es Framework—efficacy, effectiveness, ethics, equity, and environment—ICEIE evaluates and classifies certifications across these critical dimensions. Through a collaborative approach involving international research teams, ICEIE creates equivalence among various certification systems. This ensures that certifications granted by different providers hold similar weight and are based on research-backed evidence of educational impact.
To maintain rigorous standards, ICEIE employs a two-step verification process. First, companies submit a validated research package, either through an external research partner or a certification provider. This package is then assessed by an independent research partner, distinct from the original validator, who reviews the evidence against ICEIE's established criteria. Only after this independent review is the global ICEIE certification awarded. This robust system ensures the credibility and reliability of the certifications, allowing EdTech companies to gauge the level of evidence required for certification and providing policy-makers with confidence in the impact of certified products. Furthermore, ICEIE's Global List highlights top-performing EdTech companies that demonstrate substantial educational impact through multiple certifications, offering a benchmark for excellence in the sector.
As policy-makers, your role is to ensure that the EdTech tools adopted are both evidence-based and aligned with the educational goals of your region. Understanding the certifications and communicating evidence clearly to educators and stakeholders will help create a more effective, research-driven education system.
Despite their benefits, the article highlights several challenges within the EdTech certification space:
Lack of Standardization: There is no universal certification body for EdTech, leading to a fragmented landscape where certifications carry different weight depending on the issuing body.
Commercial Incentives: Some certifications are seen as marketing tools rather than genuine marks of quality, as companies may seek badges to enhance sales without having strong evidence of educational impact.
Overload of Badges: Too many badges can dilute their significance, making it difficult for policy-makers and educators to discern which certifications truly reflect evidence-based practices.
