International Schools Research

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Novema is a consulting firm specializing in international parent research, using extensive parent panels for qualitative and quantitative analysis. Our Brand Equity study assesses the brand strength of main international schools in Asia, serving over 40 schools. We also provide customized surveys and consulting services for individual schools.

The Novema International Schools Brand Equity Study

Each year, this study evaluates the main international schools on
brand metrics including awareness, consideration, inquiry, and
recommendations.

It also examines parents’ views on academics, facilities, and culture, providing brand rankings by expat groups, school groupings, and price tiers.

How parents select international schools.

We have studied various factors influencing parents’ school choices, considering expat groups and attitudes across nationalities. Key aspects include:

Teaching style, curriculum, and educational pathways
School culture and ethos
Extracurricular activities
Use of technology and AI in schools
Price and location trade-offs
The impact of disruptors, e.g. online schools and innovative campuses.

Case studies

Novema analyzed an international school market to aid a five-year strategic plan by collecting data from parent and employer surveys and teacher research, helping define brand positioning, strategy, and value propositions for the school and staff.

An international school updated its brand to connect with more Asian parents. We used focus groups with expatriates to test the new branding and communications, guiding the school’s rebrand and repositioning.

A new international school with an innovative curriculum and advanced technology was evaluated through our research to identify key opportunities, risks, and target markets.

Novema has carried out several mystery inquiries at international schools, assessing inquiry handling and tour quality by examining response times, personalized communication, and overall experience. From the results, we provided staff training recommendations and strategies to showcase each school’s strengths.

Client testimonials for international schools

The Novema Brand Equity & Market Insights Study has provided relevant, up-to-date, and actionable insights into the state of International Education in Malaysia, and most importantly, what is in parents’ minds. The research results are comprehensive and helped us define our priorities in terms of communications with prospective
families. We look forward to continually refining our marketing strategies with the Novema Insights study over the coming years.

The Novema International Schools Brand Equity & Market Insights Study is the only study of its kind. It is an exceptional report on the perceptions of international schools
in Singapore amongst the international school parent community. We have partnered with Novema on this study since its inception and have found it to be immensely valuable in helping us to refine Tanglin’s marketing and communications activities.

GESS has subscribed to the Novema Brand Equity Survey for many years, and the strategic insights gained from the survey have been vital in growing enrolment in the competitive Singapore market. The analysis and data from the Novema study has also been very useful in developing our school’s brand strategy as well as strategic improvement plan. The Brand Equity Survey is comprehensive, relevant and offers deep insight into the Singapore international school market, expat families’ needs as well as allowing schools to benchmark their brand and offering to competitors.

Novema is a trusted partner for the Dulwich Group and schools as we expand our footprint. We use Novema to provide market research insights to inform strategic decisions including identifying target markets and testing product and concept developments. In a highly competitive school management environment, Novema’s ability to accurately translate data and sentiments are critical to decision making.

KTJ has subscribed to the Novema Survey for a number of years. We have found it an invaluable source of information about our position within the international school market and a very useful measure of how we are doing against our competitors. The results of the survey have helped us in much of our decision-making around
marketing and admissions, as well as in other areas of the School. I can’t imagine operating without the insights this survey provides.

KIS International School was very pleased with the findings that the Novema team uncovered in the market equity study. Their professionalism and dedication in providing actionable insights has been valuable as we define our strategic goals, areas for growth, and shape our communications strategies.