Anne Haas, Head of the Junior School, The King’s School Gloucester
We have an established relationship with RSAcademics, having previously worked with them on annual parent and staff surveys that rotate over a 3-year period. We value their deep understanding of the independent schools’ market and their ability to contextualise school‑level data within wider sector trends. Our initial impressions, reaffirmed through this project, were of a consultancy that combines rigorous independent qualitative research with thoughtful strategic interpretation, enabling us as a school to move confidently from insight to action.
Why We Commissioned Non-Joiner Research
The decision to commission non‑joiner research was driven by a clear strategic priority: to understand why families who engaged positively with King’s Junior School ultimately chose not to join, particularly in a challenging market shaped by VAT, affordability pressures and demographic shifts. We were keen to complement strong current‑parent feedback with deeper insight into perceptions of value, academic positioning, admissions journeys and understanding of the whole school ethos, in order to sharpen both messaging and decision‑making.
The Experience of Working with RSAcademics
Working with RSAcademics was professional, collaborative and intellectually robust. Despite the relatively low number of people surveyed, we found the following particularly valuable:
- The depth and candour of parent insight, even where feedback was challenging
- The balanced reporting, which validated core strengths while clearly identifying strategic tensions
- The practical framing of recommendations, which enabled immediate alignment with our admissions, marketing and whole‑school planning.
The process has supported confident internal discussion rather than reactive change.
Impact and Outcomes
The outputs have been actively embedded into King’s Junior School action planning and KPIs. The research directly informed:
- a refined marketing narrative centred on belonging, small classes and individual attention
- a clearer all‑through positioning, reaffirming King’s Juniors as the gateway to King’s Senior School rather than a separate entity
- admissions audit work, including review of tour routes, enquiry drop‑off points and post‑withdrawal follow‑up
- early academic enrichment initiatives, including stretch provision and reasoning practice
- strategic planning around Little King’s environment, transport messaging and value‑for‑money communication.
Specific KPIs now track thought‑leadership content, enquiry growth, digital visibility, admissions conversion and environment investment.
Our Recommendation
We would highly recommend RSAcademics to schools seeking honest, well‑contextualised insight that leads to meaningful action. Their non‑joiner research provided both reassurance and challenge, giving us confidence in what should be celebrated and clarity about where sharper articulation and investment are needed. Crucially, the work has supported a strategic, values‑led response rather than short‑term tactical fixes, making RSAcademics a trusted and impactful partner.