INDUSTRY GUIDE · SCHOOLS AND SCHOOL EDUCATION
A school’s strength is the trust of its parents. Market research shows what parents value, why some families leave, and where new admissions will come from.
By ARS Market Research Services, Chennai. For school managements, trusts and school chains in India.
Analysts of the government’s UDISE+ data note that private unaided schools keep gaining enrolment share even as total enrolment edges down, about 0.25% in 2025-26. For a school, that means competition for each admission is rising and families compare more carefully. Verify figures at UDISE+.
Why a school needs market research
School decisions are large and slow to reverse: fee changes, a new wing, a curriculum shift, a bus route. Feedback from a few parents at the gate is useful but biased toward the loudest voices. A properly sampled study gives management a fair picture of all families, including those who never complained and those who quietly left.
7 studies for schools
1. Admission funnel study
Track enquiry, visit, application and enrolment. Learn where families drop out and why, such as fee, distance, transport or the first visit.2. Parent satisfaction and NPS
Ask parents what they value in teaching, safety, communication and activities, and how likely they are to recommend the school. See our NPS guide.3. Fee and value perception
Compare your fee against nearby schools and test whether parents see the value. Decide on a fee change with evidence.4. Catchment and competitor mapping
Count households with school-age children and competing schools by area, with their curriculum, fee band and transport reach.5. Withdrawal and exit interviews
Speak to families who left in the last two years. Find the real reasons, which are often different from the form they filled in.6. New programme and curriculum demand
Would parents pay for a new board, a pre-primary wing, sports, coding or a later bus? Test demand before investing.7. Admission desk mystery visits
Auditors visit as prospective parents and score welcome, information clarity, fee transparency and follow-up. See our mystery audit guide.What a good study looks like
| Question | Method | Decision it supports |
|---|---|---|
| Why do enquiries not become admissions? | Survey of 150–300 enquiry families | Fee options, visit process, follow-up |
| Are parents satisfied, and with what? | Parent survey with NPS | Teaching, safety and communication priorities |
| Why are we losing students? | Exit interviews | Retention plan |
| Where should a new branch go? | Catchment and competitor mapping | Location and capacity |
Studies with children and families should follow ethical practice: informed consent from parents, no pressure, and confidentiality for every answer.
Planning admissions, fees or a new branch?
ARS Market Research Services designs parent surveys, admission funnel studies, exit interviews, catchment mapping and mystery visits for schools and education businesses across India. Our directors personally supervise fieldwork. Tell us your question and we will suggest the right study.
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See our education sector research and school and preschool franchise feasibility studies. Business guides are at arsmrs.in/books and ready reports are in the ARS Marketplace.