Schools work hard to explain the value of what they offer. International schools will often have the most to explain. Different messages will be of greater or lesser importance in different schools and markets. But the messages will always be most powerful when they are tested against what parents are actually experiencing.
Research among parents gives schools a clearer view of that experience. It helps leaders understand why families chose the school, what they value most, where confidence is strong and where concerns may be emerging. In international schools, where families may be navigating curriculum options, different cultural expectations, unfamiliar systems and sometimes relocation, that insight can be particularly valuable.
Parents are not only making a decision at the point of application, they are continuing to assess the school throughout their child’s time there. They notice whether the experience matches the promise, whether communication feels clear, whether their child is settling well and whether the school continues to feel worth the investment they are making.
Understanding confidence before it is tested
In our work with schools, we often observe that retention only becomes a visible issue when a family leaves. In reality, confidence can begin to weaken much earlier. A parent may be unsure about their child’s academic progress, unsettled by communication, concerned about friendship groups, or unsure whether the school is preparing their child well for the next stage.
A well-designed parent survey can help schools hear those concerns before they become decisions to leave. Importantly, it can also show where confidence is strongest – sometimes an aspect of the school that leaders have not fully recognised. A survey may highlight the benefit of a teacher’s support, a strong induction process, a particular curriculum pathway, or the way the school has helped their child feel at home in a new country.
That kind of insight is useful for strategy as well as communication. It gives leaders and governors evidence about what parents truly value, where expectations are shifting and where the school may need to respond.
Seeing the school through the parent journey
The parent experience can be complex in international schools. Some are comparing curricula, pedagogical approaches or school cultures they do not fully understand. Some families choose the school before they arrive in the country. Some may be joining mid-year. Others may be deciding whether to stay, move to another international school, choose boarding or return to a home system.
Research helps schools understand how that journey is experienced. Did families feel guided through the admissions process? Did the school understand the needs of the child as well as the parents’ questions? Was the transition into school smooth? Did communication remain strong after enrolment? Were parents helped to understand what success looks like for the school?
These questions are not only operational, they also help to shape trust. A family that feels well-guided is more likely to speak positively about the school. A family that feels uncertain or under-informed may begin to doubt the choice they have made, even when the school is delivering well.
Demonstrating value with evidence
In many markets, parents are weighing value carefully. Fees are significant, competition is strong and families may be comparing schools with very different offers. Schools need more than confident claims; they need evidence that shows what parents experience and value.
Parent research can help schools move from broad statements to grounded, relevant insight. If a school says it knows pupils well, do parents feel that is true? If it promises strong communication, does that match the experience across year groups? If it talks about preparing pupils for global futures, do parents see that preparation in their child’s confidence, independence and progress?
The aim is not to collect praise; it is to understand the patterns. Positive findings can help a school communicate its strengths more clearly. More challenging findings can help leaders decide where attention is needed. Both are valuable, provided the school is prepared to listen carefully and act on what it learns.
Asking the right questions
The quality of parent insight depends on the quality of the questions. A survey that asks only whether parents are satisfied will provide limited understanding. Satisfaction is useful, but it does not always explain what is driving confidence, loyalty or concern.
Good parent research should explore why families chose the school, how well the school is meeting expectations, what parents most value and what might cause them to reconsider. It should also look at communication, transition, academic confidence, wellbeing, belonging and preparation for the next stage.
The wording needs care: parents should feel that the school genuinely wants to understand their experience, not simply confirm a view it already holds.
The analysis also needs care: individual comments can be powerful, but leaders need to distinguish between isolated anecdote and wider patterns.
Turning insight into action
Research should be about much more than meeting inspection or accreditation requirements – although that will be an important motivation for some schools. The real value of parent research comes from how the school uses the findings. The insight may inform admissions, communications, curriculum development, pastoral provision and strategic planning. It may help the school understand where the parent experience is strongest and where the gap between promise and practice needs attention.
Our experience is that current parent research can also strengthen advocacy. When parents feel heard, and when they see the school act thoughtfully on what it has learned, confidence can deepen. The research process itself can send an important message: that the school is listening, learning and committed to improving the experience for families.
For more than 20 years, RSAcademics has been helping schools design parent research, interpret the findings and decide how best to use the insight. If you would like to explore how research could help your school understand and demonstrate value, please get in touch with our research team to find out more.