The challenge
An education research agency needed a national picture of how parents choose schools. Online samples over-represented some regions and higher-income families, which risked skewing results on fees, distance and school reputation.
Our approach
We recruited to soft quotas, then weighted the final sample to national targets and documented every step.
- Recruited parents to soft quotas by region, child age and school type
- Checked the unweighted profile against national population targets
- Applied rim weighting with capped factors across region, income band and school type
- Delivered weighted tables with weighted and unweighted bases side by side
The results
- Results that represent parents across every region
- Weighting efficiency reported, so the agency could explain the numbers
- Weighted tables ready for the agency's report
Illustrative scenario based on typical engagements. Client details are anonymised.
