Assessing the potential for a new premium school

Assessing the potential for a new target-specific premium school.

A holistic research involving both Qualitative and Quantitative, to understand parents’ attitudes towards schooling for their daughter/s. Measuring the overall concept appeal and sizing the willingness of target audience to enroll their daughter/s in such a school.

Also measuring the client brand legitimacy with the proposition vs. competition.

Design: Interview with parents (decision-makers) of school going daughter/s (foundation, primary & secondary), currently spending at least AED 35k as tuition fee per year. All Nationalities. Residents of Dubai and Sharjah.

The research helped our client measure the appeal of its new proposition i.e. sizing the potential (likely to enrol), understanding the relevance, credibility, excitement & differentiation vs. competition.

The research also identified the key decision factors for choosing a school, by parents, for their daughter/s.

Choice-Based Conjoint with alternate specific design, was used to estimate the utility (importance) of each level of all the choice factors. Share of preference model was used to maximize the preference for client’s new proposition, in relation to other competitive offers.

“Brilliant. Thank you for the comprehensive report answering the key business question”

Marketing Coordinator