School of thought

We helped one of the UK’s leading boarding schools learn more about the factors parents and their children focus on when selecting an education location.

International insights

Gordonstoun wanted to understand how families’ decisions differed across countries and cultures. The school, set within 200 acres of woodland near the Moray Firth in North Scotland, has a thriving international student body and is home to a diverse community of 500-plus pupils and over 40 nationalities.

This historic institution’s former students include the Duke of Edinburgh and the Prince of Wales, resulting in Gordonstoun featuring in Netflix show The Crown.


The results

We explored this Royal connection to discover how influential it is. Its heritage and tradition could be a deciding factor for families in one country but may have little meaning elsewhere. We wanted to understand how differences in the way a school talks about its unique setting, history and ethos can play a role in the decision-making process.