Why a Parent Survey for Schools is essential in 2026

Why Parent Insight Has Become a Strategic Necessity

Independent schools are operating in one of the most demanding environments the sector has ever faced. Demographic shifts, rising fee sensitivity, increasing competition and heightened parent expectations are reshaping how families choose – and remain loyal to – a school.

In this landscape, leadership teams can no longer rely on instinct alone. Decisions around marketing, admissions, fee strategy, communication and even product development must be informed by evidence. At the heart of this evidence sits one increasingly vital tool: the parent survey for schools.

Done well, a parent survey is not about collecting opinions for reassurance. It is about uncovering insight that directly supports strategic decision-making, sharpens marketing messages and protects long-term sustainability.

What a Parent Survey for Schools Really Tells You

Many schools run surveys, but fewer extract their full strategic value. A well-designed parent survey can reveal:

• What actually influences parents when choosing your school
• How families experience the day-to-day reality of school life
• Where satisfaction is strongest – and where risk exists
• How parents perceive value for money
• Which factors drive advocacy, loyalty and recommendation

Crucially, it allows schools to distinguish between what they think matters and what parents say matters – two things that are not always aligned.

The Link Between Parent Insight and Marketing Success

Marketing in the independent sector should not be limited to promotion. At its most effective, it shapes how schools position themselves, refine their offer and communicate value with clarity and confidence.

A robust parent survey for schools informs marketing teams in three critical ways.

1. It sharpens messaging

Rather than relying on generic claims, marketing becomes rooted in evidence:

• Which aspects of your school parents talk about most
• What reassures them
• What differentiates you locally

This allows schools to speak directly to parent priorities rather than broadcasting broad, unfocused messages.

2. It strengthens admissions conversations

Admissions teams armed with real insight can address concerns proactively, reinforce value confidently and tailor conversations to what parents genuinely care about.

3. It improves return on marketing spend

When schools invest in channels and messages aligned with real parent behaviour, resources are used more efficiently and impact increases.

Beyond Marketing: The Strategic Power of Parent Insight

While marketing and admissions often lead surveys, the value of a parent survey for schools extends far beyond recruitment.

Retention and Value Perception

High satisfaction does not always equate to long-term loyalty. Surveys help identify:

• Parents who are quietly disengaged
• Concerns around fee value
• Early indicators of withdrawal risk

Addressed early, these insights can significantly strengthen retention.

Product and Experience Development

Parents do not just respond to what schools say – they respond to what schools do. Insight can inform decisions around:

• Curriculum emphasis
• Co-curricular investment
• Pastoral provision
• Behaviour culture
• Communication style and frequency

In this sense, marketing insight becomes a tool for shaping the product itself.

Governance and Strategic Planning

For senior leaders and governors, a parent survey provides:

• Independent evidence to support decision-making
• A clearer understanding of market expectations
• A tool for stress-testing future strategy against parent sentiment

Why Not All Parent Surveys Deliver Value

One of the most common pitfalls we see is schools conducting surveys that generate data but little direction.

Typical challenges include:

• Questions that are too broad or poorly structured
• Results that confirm existing assumptions but lack insight
• No benchmarking against sector norms
• Limited analysis of dissatisfaction or risk segments
• Findings that are never fully translated into action

A parent survey for schools should not end with charts and percentages. Its real value lies in interpretation, comparison and application.

What Insight-Led Schools Do Differently

Schools that make the most of parent insight tend to:

• Benchmark themselves against comparable schools
• Look closely at minority views, not just averages
• Use insight to refine both messaging and provision
• Track sentiment over time, not as a one-off exercise
• Integrate survey findings into marketing, admissions and leadership planning

These schools tend to be more confident in how they present themselves — because their story is grounded in evidence, not assumption.

Why This Matters Now

The pressures facing parents are increasing. Many families are making real sacrifices to sustain independent education and are more closely scrutinising value than ever before.

At the same time, expectations around communication, wellbeing, leadership visibility and experience are rising. Understanding how parents perceive your school today — not five years ago — is essential for remaining competitive.

A parent survey for schools provides the clarity leaders need to navigate this reality with confidence.

Download Our Independent Schools Parent Benchmarking Report

At MTM Consulting, we conduct thousands of parent surveys annually across the independent sector. Our newly released benchmarking report brings together key insights on:

• How parents choose schools
• What drives satisfaction and advocacy
• Perceptions of value and affordability
• Emerging priorities and risks

The report is designed to help schools reflect, compare and challenge their current approach — and to spark productive conversations within leadership teams.