Using insights from extensive market research to inform the direction of a new website
Rooster created and distributed a carefully designed survey, which allowed us to gather insight on parents’ perceptions of the school, the challenges it faces and their strengths. It was followed up with a personal telephone interview to gain a further understanding of certain viewpoints.
These findings highlighted a key focus on sports and the range of activities available for pupils to get involved in. This is something the parents and teachers felt strongly about, and are generally seen as a large selling point of the school itself.
The findings from the market research provided us with invaluable information and the focus on sport and extracurricular activities was carried through to the concept development for the website and future marketing campaigns.
Without the market research, the finished result of the website would have been based on ours and the school employees’ thoughts and opinions, which may not have been truly reflective of the current parents’ needs for the website.