Parents as Influencers during Covid-19

We know from our previous ‘Parents as Influencers’ study the key role that parents play in university decision making. To support the new strategies you’re adopting during COVID-19, and to ensure you’re as informed as you possibly can be in this unprecedented situation, we will be generating fresh intelligence about parents’ concerns and information needs to help universities better engage with, and support, this key group.

Why join this project?

  • Inform your undergraduate recruitment strategy and enhance the effectiveness of your marketing, communications and engagement with prospective students’ parents.
  • Identify opportunities for new programmes or initiatives that could better support parents’ role in UG decision-making journeys
  • Provide an evidence base to secure the necessary funding for new work/initiatives

What will the project explore?

The survey and online community guide will be shaped in conjunction with the universities who choose to participate in this research project, based around the following crucial questions:

How does is work and what are the costs?

The strategic national collaborative insight costs £2,950 + VAT  to participate in and includes:

  • A quantitative survey of 600 parents of prospective UK undergraduate students, primarily 16-18 year olds intending to attend university in 2021/22
  • A two-day online research community, recruiting 30 parents to share their thoughts experiences and views in more depth
  • A smart, succinct, highly visual report with practical recommendation to help you engage with parents more effectively.
  • Demographic and widening participation differences will be highlighted where appropriate
  • We’ll contextualise the findings using our previous research with parents conducted prior to the COVID 19 crisis.
  • We’ll bring together participating institutions in online events to shape the project and to discuss the findings and ideas for action

In addition to joining the national project, you can also choose to add on bespoke options to tailor the research engagement even further to your own institution.

The project will commence in March and complete by June 2021 so get in touch now to arrange to talk if you’re interested to hear more.

For more information about how to join and a copy of the project outline click here to email Sharon Steele, Marketing and Client Communities Director, at