Professional Institution - Education
Establish the motivators for parents to use single sex private education.
Business Challenge
Determine what influences parents to choose / reject single sex education for their daughters. Also to identify what say the girls have in school choices.
Solution
6 focus groups were run throughout England with parents whose children attend private schools, parents whose daughters attend single sex schools, parents who were considering private education in single sex schools for their daughters and with girls who attend single sex private education.
Results
The benefits of single sex education for girls was clearly explored at both emotional and rational levels enabling recruitment strategies to be developed and marketing communications material developed.
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