Using Market Research to Improve Student Experiences

Cassandra Erbs I Thursday, 11 September 2008

Questions

• Who currently conducts research within the school?

• With students?

• With parents?

• With prospective parents?

• With staff?

• With past students?

• Outside of the school?

Outline

Part 1- Secondary research

Part 2 - Primary research

Part 3 – What we do with it

What do we do?

• Statistical research and benchmarking by monitoring and maintaining secondary (desktop) research including:

– Demographics– Competitor analysis – Industry trends– Environmental influences.

How?

• ABS• ISQ• Media• Conferences• Collateral from other schools

For example

• From ABS– 224,000 in the Western Suburbs of

which 89,000 are aged 30-54 years– 48.9% or 44,000 people aged 30-54– 41.1% or 30,000 people have children

aged under 16 years in the household– 50.7% or 56,000 of people with

household income great than $60K– 47.3% or 72,000 of those are

currently employed

For example

• From ISQ– Size, location, affiliation, student /

teacher ratio, enrolments, source income, capital funding

For example

• Other schools

For example

• From the Media

For example

• From sites such as www.brisbaneschild.com.au who conduct regular parent surveys

How does your child travel to school?

Private vehicle 60.98% Walks/cycles 27.62% Public transport 11.4%

Would you like to see more integration of new technologies at your child’s school?

Yes 90.7% No 7.7% Not sure 1.6%

For example

• From sites such as www.trendwatching.com

What else do we do?

• Obtain feedback or primary research from key stakeholders on a regular basis to assist ongoing development and improvement with– Parents– Current students– Past students– Staff (teaching and support)– Prospective parents

How?

• Parent Survey• Staff Survey • Student Research• Teaching / Classroom research• Exit Interviews • New Parent Telephone interviews• Non-Acceptance of Place Survey • Event Surveys

Parent Survey

• Every two years• Conducted by external agency (to

demonstrate independence) – Insight Plus• Covers:

– Overall satisfaction– Likelihood of recommendation– Areas ranked by importance– Areas ranked by satisfaction– Broken down from whole school into early childhood

(P-3), Primary (P-7) and Secondary (8-12)– Benchmarked against previous surveys and other

school’s results

Parent Survey

• Overall satisfaction index 90.3 (from 88.5 in 2005) with 80 average for schools

• 89% said they are either likely or very likely to recommend the school to other parents.

Parent Survey

Parents told us:• They appreciated and valued the increased focus

on academic rigour and extension.

• They had a very high degree of satisfaction with co-curricular program at the school. Achievement in visual and performing arts and sport is valued.

• They wanted continued and improved focus on technology integration in the Senior School.

• They had a desire for a continued and increased focus on literacy and numeracy.

• They believed St Aidan's holds a strong and growing reputation in the community.

• They wanted more opportunities for students to develop leadership skills in the Junior School.

Parent Survey

Some comments

The academic standard is very high. Teaching staff are exceptional and go above and beyond in every way. Facilities and grounds are very good. Class sizes are small.

The school has good values, a high quality education and very high quality teaching staff.

Caring and informed staff, child acknowledged as individual.

Wonderful sense of place and purpose for the girls.

Small school achieving excellent academic results

Staff Survey

• Every year• Conducted internally with all staff• Covers:

– Job satisfaction– Pay– Leadership– Respect between staff and students– Understanding of mission and goals– Communication– Broken down from all staff to teaching and support staff

Staff Survey

• 88% of staff said St Aidan’s as an employer was either good to excellent

• 96% agreed to strongly agreed the primary concern of everyone in our School is the learning of students

Staff Survey

Some comments:• Strong, supportive environment

• Great facilities

• High standard of work expectation

• The students are lovely people

• I love what I do everyday

Student Research

• Student Surveys with Years 7 to 12– Conducted internally by a paper

survey (moving to online in 2009)– Conducted in relation to specific

programs such as the Social and Emotional Learning program and ‘Futures Week’

Student Research

• Exit Surveys– Tracking of student

destinations through reports such as ‘Next Steps’

Student Research

• ‘Carpet Conversations’ with Year 6 to 12– Conducted by members of the

Educational Leadership Team– Small group in an informal setting

– Use some opening questions with younger grades to get conversation

going

Student Research

• Some comments (from Year 12 groups)

Year 12 very similar to Year 11. Big jump from Year 10 to Year 11. Told it was hard but didn’t realise

QCS Trial helpful. Feel well prepared

Enjoy the personal relationship with teachers

Y8/Y12 lockers work. Really good way to meet them

Year Coordinator for 5 years is good

Other research

• Teaching / Classroom research

• Exit interviews• Non-Acceptance of Place

Survey • New Parent interviews • Event surveys

What do we do with it?

• Review and interpret data on a regular basis and report back to School Council and SLT

• Incorporate into the strategic planning process

What else do we do?

• Provide parents with informative and timely communication about their child’s progress through:– Parent / Teacher interviews– Parent Lounge– Access to teaching staff– Reporting– Website

Future plans…

– Continue with current market research program of primary and secondary research.

– Improved access and education of Parent Lounge

– Improved content for Parent Lounge (through teaching staff)

– Continuous reporting

Summary

1. Use the research already out there (Secondary)

2. Use the information coming from your key stakeholders (Primary)

3. Make sure you feedback research results into the school community

And finally…

Don’t be steer too far from your strategic direction but allow the research to inform your direction and improve student experiences.