Why do more than a million well-off families not choose independent schools for their children, when they could comfortably afford to do so and when there appear to be compelling arguments in favour of it?
The mtmconsulting Missing Million provides the answers.
It investigates those who currently buy and those who do not buy independent education. It maps the core potential market of independent schools – from families for whom independent schools are the natural default choice to those who could never be persuaded to use independent education. It examines in detail the key factors underlying these attitudes and it highlights the vital marketing messages which might persuade the undecided.
This report is essential reading for anyone concerned with the future wellbeing of independent schools – heads, bursars and development and marketing specialists. Its author, Gavin Humphries, is an expert in consumer research and market analysis with a track record of helping companies to understand and profit from social trends in the UK.
Independent Schools: The Missing Million is available from mtmconsulting at £47 including VAT.
