Simulated audiences for a Catholic Girls’ School
The brief
A Catholic girls’ school was looking to modernise its facilities to ensure it could continue to provide a high-quality learning environment for current and future students that would deliver on both girls’ and their parents’ needs. The school wanted to test its plans with parents and uncover the core elements that parents would be seeking.
The challenge
The school wanted to seek parental insights quickly. Running in-person focus groups would have been a lengthy and cost-intensive process, so an alternative was required.
The approach
Using Artificial Intelligence, we fed in relevant proprietary data and other insights – including demographics, interests and values – into a secure ‘walled garden’ environment. This generated seven artificial personas that represented those parents who might choose the school for their daughter over the next decade.
The personas that were generated effectively captured the school’s target student base –everyone from the ‘tradition seeker’ to the ‘academic prioritiser’.
We then ran a series of simulated focus groups with the personas to explore the prospective parents views when selecting a secondary school for their daughters. This included questions on both the physical environment – the facilities they wanted to see – as well as how factors such as curriculum choice, transport and legacy impacted their choices.
We were able to draw out detailed insights to build into their profiles and perspectives for use by the school.
The outcome
The findings from the simulated focus groups were effectively used to test the school’s narrative, masterplan and enrolment strategy to ensure the school’s legacy would remain strong well into the future.
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