The Need
To see how GCSE students feel about their school experiences measuring key factors like safety; missing classes and behavioural expectations. The client wanted this broken down by the school’s OFSTED ranking as well as whether the school was above or below the average in key factors like pass rate for GCSE Maths and English.
Our Approach
Opinium conducted a 1k study of 14-16 year olds from England and Wales, with the aim to get their views as a baseline. When doing this, Opinium asked an open text question to the effect of “where do you go to school” and then sent the results to an open coder to match against a database of English and Welsh schools. This was then matched against a database that allowed Opinium to match the sample against key OFSTED ratings.
“We worked with Opinium to explore messaging for our fundraising case for support, and wanted to better understand how best to connect with our priority supporters as well as speak to those who would consider donating to Mind in the future. The research we ran with Opinium was brilliant. The process felt incredibly collaborative as we were able to see the results along the way using their online community platform to feed in key questions and probing areas throughout the research, which was hugely valuable. We received a set of results that were actionable and tailored to our core segments, and are confident that the insights will really make a difference to our fundraising. Thank you for this super piece of research – it’s been great working with you all!”
The Outcome
The research provided a unique insight into how pupils experience school and is currently being written into a report for a leading think tank. The research has already been given to government, including being presented to the shadow Education secretary, Bridget Phillipson.
