MTM Consulting
Exploring reasons for pupils dropping out from Dame Allan’s School and Bishop’s Stortford College
challenge
MTM, a consulting company that primarily work with renown schools in the UK wanted to understand why some families, after initially showing interest in certain schools, like Dame Allan’s and Bishop’s Stortford College, decided not to join or chose to leave. Both schools wanted to explore how they were perceived compared to competitors and identify opportunities to improve admissions, communication, and retention.
OUR APPROACH
We used a qualitative approach for both studies, conducting in-depth telephone interviews with parents. These interviews explored a structured set of core and extended questions, enabling parents to describe their thought processes, experiences, and concerns in their own words. The open-text responses provided rich insights into parental decision-making and highlighted specific comparisons with competitor schools.
THE INSIGHT
Both schools are seen as strong academically, with nurturing environments and good reputations. However, many parents cited affordability, transport challenges, and academic competition from rival schools as key reasons for choosing alternatives. Poor communication around scholarships, inconsistent teaching quality, and concerns about leadership and pastoral care also affected perceptions. Practical concerns like location and school logistics often tipped decisions toward more convenient or affordable schools.
THE IMPACT
The findings were used to help the schools improve how they communicate their value, especially on scholarships, transport, and school strengths. They can also refine their fee and financial aid strategies, address operational concerns like staffing and facilities, and build stronger parent relationships. By understanding why families leave or opt for other schools, leaders can better align their offer to meet families' priorities and stay competitive in the market.
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