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