Drivers of school choice
The role of behavioural science in parental decision making.
Choosing a school is no easy task. What parents value in education, and their opinions and experiences of schools, is changing.
This ever-changing education environment may warrant a different approach to understanding how parents make their initial decisions and continue to evaluate school choice along their child’s education journey.
While research on school choice continues to advance, a coherent understanding of the links between school choice, parental decision-making and their changing needs and motivations is lacking.
ISV’s latest research paper explores school choice and parental decision-making using a behavioural science lens. It focusses on:
- Parents’ perception of Independent school education
- Factors influencing school choice
- Unpacking school choice behaviour
- Understanding what parents want.
It suggests schools need to tap into behavioural science when seeking to understand how parents come to make a decision, and to continue to build relationships with parents so that they make informed choices.