Drivers of Secondary School Selection

Client: Townsville Catholic Education

TCEO commissioned research to understand the drivers and influencing factors considered by parents, primary care givers and/or decision makers of children when selecting secondary schools. Ultimately the objective of the research was to understand most important aspects in selecting secondary schools, identify factors for choosing secondary schools within the Diocese and reasons for enrolling in competitor schools, identify opportunities for improvement to ensure TCEO continues to strengthen its position as the primary school choice by establishing a strong enrolment pathway and continuing to attract students.


Quantitative and qualitative research methodologies were adopted to appropriately target each stakeholder group including online surveys, telephone surveys and focus group sessions with parents/caregivers who currently have children enrolled within the Diocese and those who considered a Diocese secondary school but did not enrol.