The challenge
A private school group wanted to understand how parents shortlist and choose a school. It needed parents who were actively deciding, with a mix of income levels and current school types.
Our approach
We recruited parents in the decision window and balanced each group on income and school type.
- Screened for parents choosing a school in the next 12 months
- Balanced groups by income band and current school type
- Booked central venues and managed reminders
- Confirmed every participant on the day
The results
- 36 parents attended across six groups
- Every participant was actively choosing a school
- Groups balanced by income and school type as briefed
Illustrative scenario based on typical engagements. Client details are anonymised.
