The torch that lights the road

an independent moderator/interviewer who will be able to obtain deeper insights, as respondents feel more comfortable speaking confidentially to a professional who is not directly part of the school.

• Feeder heads

Interviews with the heads of schools that feed into your own school (nursery, prep or even senior if your school is a sixth form college) can provide excellent information on how your school is perceived. They can provide insights into how their parents report on their experiences after visiting one of your open days and what they hear about you on the grapevine. You will also be able to ascertain how these heads describe your school to their parents themselves and, importantly, how they compare you to your competitors.

• Non-joiner parents

Non-joiner parents are a key group to talk to in terms of understanding why they turned you down after being offered a place at your school. Their insights on what your strengths and shortcomings are and how you compare to other schools they considered, visited and ultimately accepted a place from will be invaluable in helping you redefine your brand message.

• Competitors

The final part of this jigsaw is to undertake a desk-based competitor review by looking