Associated areaspupil recruitment
Learning from Parent Rejecters

Parents who included your school on their shortlist, took the time to visit you – but then turned you down – can be a real aid to future pupil recruitment. Equally, much can be learned from parents who request a prospectus but, despite your best efforts, do not bother to visit your school.

Most schools fail to research fully – and some not at all – one of the most valuable sources of information concerning pupil recruitment: gaining the detailed opinions of parents who visited their school, but who then sent their child elsewhere. Whilst some schools call to follow-up on rejections, our experience shows that parents are more willing to communicate honestly with an independent research organisation. They recognise that such rejection for schools is important, and so are willing to say why they chose another school, but they sometimes feel uncomfortable about communicating directly with the school, whether by letter, questionnaire or even telephone call. SMP’s processes get round this resistance and our results can reveal why some of your prospective pupils are now attending competitor schools.

For more information on how we can help you find out the views of your ‘non-buying’ parents, please contact us.

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