Understanding Parents’ Needs and Preferences for International Schools

Driving Market Share in a Stagnant Category
February 18, 2020
Quarterly Brand Tracking in E-Commerce
February 19, 2020
Driving Market Share in a Stagnant Category
February 18, 2020
Quarterly Brand Tracking in E-Commerce
February 19, 2020

Understanding Parents’ Needs and Preferences for International Schools


Client: A new American International School to be opened in Hong Kong

Objective: A new American international school is set to open in Hong Kong in 2017. Qualitative research is called for to provide input into their brand strategy:

  • Understand international school selection criteria and consideration factors
  • Deep dive into parents’ journey in selecting an international school
  • Understand perception of various key international schools in HK
  • Evaluate concepts for a new American international school and USPs

Approach:

  • Qualitative research – 3 FGDs among local, expat and mainland parents
  • Analyzing different target groups’ preferences and needs towards international schools
Education Brand positioning Qualitative