Market research case study:
Understanding what drives customer satisfaction in the education sector

Department for Education & Skills

Featured in this case study: Education, Central government & non-department public bodies, Market research project design & management, Market research in-depth interviews, Market research focus groups, CATI (Computer-Assisted Telephone Interviewing), Public sector consultation, Customer satisfaction, Stakeholder

The challenge

The Department for Education & Skills needed to understand levels of customer satisfaction amongst key stakeholders (public, parents, teachers, head teachers and children and young people). A customer focus team was set up within the corporate communications directorate.

DJS Research (through Danny Sims) was commissioned on an ongoing basis to provide consultancy support and implement a range of market research projects.

The approach

Projects included:

Public perception survey: Measuring satisfaction with the education system among the public and parents.
Stakeholder tracking survey: Measuring satisfaction with the education system among head teachers, teachers, students, the public, and parents.
Children and young people survey: Measuring satisfaction with the education system among 14–17-year-olds.

The team also initiated a number of tactical, ad hoc research projects.

The results

Ongoing results were presented to the board to show levels of satisfaction over time. The analysis was also presented to the Secretary of State for Education.

In addition, the results were part of a wider initiative led by the Cabinet Office. The education results were benchmarked against customer satisfaction results from all other government departments.

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Client testimonial: Department for Education & Skills

Education, Central government & non-department public bodies, Market research project design & management, Market research in-depth interviews, Market research focus groups, CATI (Computer-Assisted Telephone Interviewing), Public sector consultation, Customer satisfaction, Stakeholder

“Danny has been working for the Department for Education & Skills (DfES) for some 18 months now. His market research experience and skills have been invaluable in taking forward the customer focus work in the Department. He has worked on a number of high profile projects including the management of surveys to track public and young people's perceptions. Part of this work includes presenting his analysis to the Secretary of State for Education. He has become renowned as a specialist source and he has built up an excellent reputation for high quality work and a pragmatic and challenging approach.”

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Sector:
Education

From exploring new course opportunities to evaluating brand perceptions and student satisfaction levels, our work across the education sector empowers our clients, providing the insight they need to innovate, diversify and grow. With decades of education experience, working with a broad range of institutions and organisations within this field, we have extensive knowledge of this ever-changing sector and its many, varied, challenges. As the world adjusts to the impacts of AI technologies, educational institutions, teaching professionals and students alike are navigating the risks and benefits of adoption and impacts on modes of learning. This is just one of the newer, multi-stranded, challenges facing the education sector today along with mounting economic pressures, funding concerns, suggested policy reforms and an increasing demand for flexible, hybrid learning models. Our education leads recognise the importance of understanding the wider context of, and current developments in, the sector on market research requirements. They use this knowledge to create bespoke solutions that deliver relevant insight, helping our education clients make informed, strategic decisions. We have a proven track record of delivering seamless, high-quality market research for organisations across the full education spectrum including: Universities and other HEIs. Further education colleges. Awarding bodies. Sector skills councils. Government departments. Educational publishers and other educational media creators. We understand the diverse and complex audiences within the education sector, how to reach them, and how to design research which engages them – from A-levels students to those in further and higher education, from teachers to careers advisors to employers. Our work includes both qualitative and quantitative research with a wide range of groups including: Students (primary, secondary, FE and HE). Alumni. Primary and secondary school teachers, heads of department and school leaders. Lecturers. Careers advisors. Private training providers. Adult learners. Employers. Other opinion leaders and stakeholders. We place great importance on the safety of our research participants and ensure everyone involved in our market research projects is treated with the utmost care and respect. Our specialist children and young people research team carry out all our projects with juvenile audiences, and researchers within this team who conduct regular research with under 18s have undergone the Enhanced DBS check. Delivering tailored research solutions for the education sector As a method-neutral, full-service market research agency, we draw upon our extensive range of research methodologies and services to build tailored solutions for our education clients. The scope of education market research we have conducted is wide-ranging, with needs varying significantly by client and organisation. For example, projects we have conducted for universities and FE colleges include: Advertising and communications research. Branding research. Research into new courses e.g. course feasibility research and student appetite. Course/proposition development. Market studies. Student surveys, including satisfaction research. Employee research. Employer perception research. Academic research. Supporting education research with our bespoke online panels Opinion Exchange is our in-house online panel of over 25,000 UK adults who have signed up to take part in market research studies, and this includes many education professionals such as classroom teachers, head teachers and lecturers. Our access to this vital audience of education providers is supplemented by our growing sub-panel VoicED, which extends our reach by upwards of 1,000. For projects that require engagement with children and young people specifically, we have a bespoke youth panel ChatterZone, which is comprised of young people and their parents/carers. To find out more about our expertise in the education sector, and discuss how we can provide the actionable insight you need to meet your business objectives, contact our team today.

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Central government & non-department public bodies

Conducting effective market research studies on behalf of central government and Non-Departmental Public Bodies (NDPBs) requires policy expertise and a level of knowledge that can only be gleaned through decades of hands-on project experience – the DJS Research public sector team has both in abundance. With well over 200 NDPBs in the UK, you need a collaborative research partner who can apply their skills effectively to your specialist area. Our team of policy experts has a proven track record supporting and advising clients on best practice for conducting research and successful public and stakeholder engagement. We deliver projects that withstand scrutiny and which are grounded in evaluation. Our public sector team have delivered high-profile research on behalf of central government and many NDPBs across numerous public sector areas from health and social care to sport and leisure, transport and infrastructure to science, innovation and technology. These studies focus on understanding public attitudes and behaviours, assessing the effectiveness and impact of existing or proposed policies, evaluating service delivery and user experience and identifying barriers to engagement or inclusion among different population groups. Some examples of our areas of central government and NDPB expertise include: Service user insight and experience: We capture the voice of users and beneficiaries, identify barriers and enablers and deliver recommendations to improve service delivery and outcomes. Public consultation and stakeholder research: Our public sector team designs and manages citizen and stakeholder consultations, coding and analysis of open-text responses via multi-method fieldwork. Behavioural and segmentation research: Our in-house behavioural scientists apply methods which focus on the empirical study of human interaction to understand motivations and barriers, and segment populations, to tailor interventions and communications. Policy and impact evaluations: Our team are experts in quantitative and qualitative assessment of policy programmes, including pre- and post-implementation research, cost-benefit surveys, and behaviour-change measurement. Organisational research: Our employee/stakeholder engagement team specialises in conducting employee/stakeholder surveys, change management studies, and workforce insights. Combined with our wider-ranging policy understanding across a range of sectors, our team brings knowledge of effective public and stakeholder engagement, consultation and social research best practice to deliver actionable insight. To find out how we can use our public sector expertise to generate the actionable insights you need, contact our team today.

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Market research project design & management

At DJS Research, we offer comprehensive market research project design and management services, ensuring that every stage of your project runs smoothly and delivers robust, actionable results. As a full-service agency, our senior research team brings the expertise needed to plan, coordinate and oversee projects from start to finish, working in partnership with you to ensure your objectives are met on time and within budget. We understand that each client’s needs are unique. That is why we take the time at the outset to explore your objectives in detail, ensuring we design a research approach that is entirely tailored to your requirements. Whether you are seeking to explore a new market, understand customer perceptions, or evaluate the success of a product or service, our project design and management expertise will ensure you have the insight you need to make confident, informed decisions. Why does effective project design and management matter? Well-planned and well-managed research projects are more likely to deliver insights you can trust. Without clear objectives and a structured process, projects risk delays, overspending, or producing results that fail to answer your key questions. By working with our experienced team, you can be confident that your research will: Address the right questions from the outset. Stay on track and on budget. Produce accurate, robust findings that support decision-making. How do we approach project design and management at DJS Research? We tailor our process to the needs of each client, but our typical steps include: Understanding your objectives: Exploring your goals to ensure we address the right questions. Designing the research framework: Selecting the most suitable methods for your requirements. Planning and scheduling: Setting a clear and achievable timeline. Managing fieldwork and resources: Coordinating all elements of delivery (including recruitment, data collection and quality control). Keeping you informed: Providing regular updates so you know exactly how the project is progressing. Delivering actionable results: Presenting insights in a clear, actionable format to support your decision-making. We recognise that some clients prefer to be closely involved at every stage, while others would rather take a step back and receive the findings once the work is complete. We are happy to work in whichever way suits you best. Our approach is flexible, adapting to your preferred level of involvement as well as your budget and timescales. What are the benefits of working with DJS Research? Partnering with us for project design and management gives you access to: A dedicated senior researcher overseeing your project from start to finish. A team with experience across a wide range of sectors and research methods. Transparent, straightforward communication at every stage. Accredited quality processes that ensure reliable, robust results. Effective project design and management underpins all our projects at DJS Research and the breadth of our service offering ensures we provide expertise at every stage of the research process. Ready to ensure your next research project runs seamlessly from start to finish?

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Market research in-depth interviews

In-depth interviews offer the opportunity to have detailed, open-ended conversations with individual participants. They allow us to explore certain topics or reach particular audiences that would not be possible or appropriate with a focus group methodology. Whether exploring complex customer journeys, testing sensitive ideas, or speaking to senior stakeholders, in-depth interviews are a flexible and highly effective way to understand behaviours, attitudes and perceptions. In-depth interviews are particularly relevant for: Confidential, controversial or sensitive topics: Personal finance, health or sensitive business information, for example. Complex or detailed subject matter: Unpicking customer journeys, website testing or exploring sector-specific regulation and procurement processes for example. B2B audiences: In-depth interviews can be conveniently arranged to fit in with their busy work schedules. Marginalised or vulnerable audiences: Some audiences may feel less comfortable in a group setting and prefer a one-to-one interview. Encouraging honesty and capturing unbiased feedback. From interviews about debt, alcoholism and bereavement to software procurement processes and MedTech, there’s not much our sector experts haven’t covered before and all our researchers are trained in the art of in-depth interviewing. Our approach to in-depth interviews Choosing the right method: Once we have established that in-depth interviews are the right method for your project, we will recommend either online/video, telephone or in person interviews (or a combination). The specific approach will depend on the project objectives as well as budget, timescales and audience. For example, it may be important to gather rich contextual information, or utilise eye tracking technology, so we’ll visit respondents in their home or in a central location. Alternatively, online/video and telephone interviews remove geographical barriers and are typically more cost-effective and flexible. Recruiting the right people: Our in-house team will carefully recruit participants who match the desired criteria, whether that is based on demographics, behaviours, or attitudes. Whilst in-depth interviews are typically conducted one-to-one, we may recommend paired interviews, for example a couple or a child and parent. Thoughtful moderation: Our experienced moderators know how to put respondents at ease, build rapport and keep conversations on track. Our sector experts design discussion guides to ensure objectives are met. Actionable insight: We don’t just report what people say in interviews. We systematically review transcripts and recordings to identify recurring themes, patterns, and divergences in opinion. We look through a behavioural science lens and we uncover the insight that informs strategic decision-making. We then create engaging, visual reports using rich qualitative data such as video, audio, quotes and case studies to bring the findings to life, along with our carefully considered recommendations.

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Market research focus groups

Whether you're developing a new product, refining your messaging, or exploring emerging trends, focus groups offer a dynamic way to hear directly from your audience in their own words. Group settings are ideal for highlighting a range of behaviours and points of view between people and allow participants to build on each other’s views, attitudes, thoughts and feelings. They allow us to test and generate new ideas and offer a great setting for exploring stimuli such as advertising concepts, packaging, products and communications. Our tailored approach to focus groups Choosing the right method: Once we have established that groups are the right method for your project, we will recommend either online groups or in-person groups. This will depend on the project objectives as well as budget, timescales and audience. For example, in-person groups are crucial for testing physical product but online groups remove geographical barriers and can be more convenient for participants. We will also consider the ideal number of participants, duration and which engaging projective and enabling techniques will help us get the most out of each session. Recruiting the right people: Our in-house team will carefully recruit participants who match the desired criteria, whether that is based on demographics, behaviours, or attitudes. Thoughtful moderation: Our experienced moderators know how to ask the right questions, create a safe space for honest discussion, and keep conversations on track. We use projective and enabling techniques to push past ‘top of mind’ spontaneous responses and reveal how people really feel. Actionable insight: We don’t just report what people said in a focus group. We systematically review transcripts and recordings to identify recurring themes, patterns, and divergences in opinion. We look through a behavioural science lens and we uncover the insight that informs strategic decision-making. We then create engaging, visual reports using rich qualitative data such as video, audio, quotes and case studies to bring the findings to life, along with our carefully considered recommendations.

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CATI (Computer-Assisted Telephone Interviewing)

CATI is a widely used data collection method in market research, where trained interviewers conduct telephone surveys using specialist software to guide them through a pre-programmed questionnaire. The system includes features like skip logic, pre-coded answers, and real-time validation to ensure the collection of accurate, high-quality data. We conduct CATI fieldwork interviewing both consumers and businesses using Forsta’s advanced CATI platform. This state-of-the-art system enables our research teams to collect robust telephone data efficiently, with full control over survey routing, project management and field supervision. Whether it’s a large-scale public opinion study or a customer satisfaction tracker, CATI ensures consistency and data integrity throughout. Why use CATI and what are the advantages? CATI remains one of the most effective tools for conducting structured telephone interviews, particularly when targeting hard-to-reach audiences or complex sample quotas. It continues to be a valuable part of the DJS Research toolkit for a number of reasons: Real-time insights: Our CATI system allows researchers and clients to view responses live as they come in. This enables agile adjustments to fieldwork, improves response rates, and ensures better-informed decision-making throughout the project. Multi-channel integration: CATI can be seamlessly combined with other methodologies, such as online, face-to-face, or mobile research. We often use mixed mode approaches to give clients a holistic view of their data across multiple touchpoints. Scalable for large-scale projects: Our CATI setup supports thousands of concurrent interviews, across multiple interviewers. Whether you need a nationally representative survey or a high-volume customer satisfaction project, we can deliver results quickly and reliably. Centralised project management: With CATI, our project teams manage fieldwork from a single platform – streamlining scheduling, quota management, and interviewer coordination to ensure every project runs smoothly from start to finish. Increased efficiency: There are a number of automated features – like number dialling, call scheduling, and respondent tracking, which helps our team focus on what matters: gathering high-quality insights. This reduces turnaround time and improves cost-efficiency for our clients. Live monitoring and supervision: Our supervisors monitor interviews in real time or review recordings to ensure quality control. Interviewer performance data is also tracked throughout fieldwork, supporting coaching, accountability, and consistently high standards. Our CATI operations are underpinned by our team of experienced interviewers, dedicated supervisors, and cutting-edge technology – delivering accurate, actionable insights you can trust.

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Public sector consultation

Our Public Sector Consultation Unit (PSCU) creates tailor-made solutions, identifying the most effective blend of approaches to suit the specific needs of each consultation programme. We support clients across central and local government, public sector bodies, non-profits, and commercial organisations, generating insight that drives strategic decision-making, policy development, and service improvement. Our approach combines rigorous research methodologies with a deep understanding of consultation processes and regulatory frameworks. Whether engaging members of the general public, specific interest groups, community organisations, industry representatives or policymakers, we help our clients achieve transparent, inclusive, and actionable consultation outcomes. The flexibility and scale to deliver the powerful insights you need As a full-service consultancy with a specific PSCU, DJS Research has the in-house capabilities to meet the stringent requirements of consultations of any scale. We understand the complexities of both statutory and advisory consultations, and the close levels of scrutiny they can face; our PSCU leads excel at devising unique and robust solutions which withstand close inquiry. Large-scale public consultations mean large volumes of data. We have the operational capability to receive and analyse high response volumes and the agility to make real-time changes to resources to match changing response rates. Our in-house Data Processing team has the skill and proficiency to handle large data sets, and analyse complex closed-response questions, along with specialist coders who can conduct thematic sentiment analysis of open-text responses. We can also offer additional services to evaluate consumer sentiment around consultations, including listening to social media ‘chatter’ and analysis of online forums. These insights can deepen understanding, highlight perspectives not previously considered or help quantify themes detected through more traditional qualitative and quantitative methods. A proven track record in consultation excellence Our PSCU has led on statutory consultations for mayoral combined authorities and central government departments, including the Department for Health and the Home Office, as well as more advisory consultations on behalf of local authorities about local infrastructure development. The core requirements of each consultation are identified from the outset and considered throughout the research process, from how they are communicated and conducted through to the quality checks applied, methods of coding used and dissemination of findings. Our in-depth knowledge of processes and frameworks enables us to provide a full suite of services across the consultation lifecycle which includes: Strategic consultation design: Tailored to meet organisational needs and aligned with legal and ethical standards (e.g., Gunning Principles, HM Government Consultation Principles). Stakeholder mapping and engagement planning: To maximise the transparency and legitimacy of the process. Mixed-method consultation delivery: Including multi-channel methods and qualitative engagement such as focus groups and deliberative events. Public consultation campaigns: Working closely with communications teams and agencies to maximise participation and inclusivity. Analysis, reporting and feedback: Providing clear, impartial analysis of consultation data, highlighting key themes, patterns, and levels of support for various proposals. Our reports are tailored for transparency and accessibility, suitable for both internal strategic use and public publication. Our PSCU has undertaken a wide number of consultations on a variety of topics, including local authority budget consultations, transport and infrastructure projects, health and social care transformation and regulatory changes and statutory obligations. To find out more and speak to a member of our Public Sector Consultation Unit, contact Research Directors Matt Bristow or Julie Hollingsworth.

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Solution:
Customer satisfaction

It’s often cited that just a 5% increase in customer retention can boost profits by 25% to 95%, a compelling statistic that highlights the value of understanding your customers and investing in your relationship with them. While surveys can provide a great starting point for obtaining customer insight, true impact comes from digging far deeper than satisfaction scores alone. You can benchmark satisfaction against other departments, track year-on-year changes, even compare with sector peers. But how do you apply that score to your work? How do you improve? Headline scores only tell part of the story – to move the dial, you need to understand why people feel the way they do. That’s what we uncover at DJS Research. Understanding the power of customer satisfaction research Customer satisfaction research helps you understand how well your products, services and experiences meet expectations – and where they fall short. It identifies pain points, highlights unmet needs, and gives you a clearer view of what really matters to your audience. When used well, satisfaction insights can build customer loyalty. Listening and acting on feedback shows customers they’re valued, which strengthens relationships and drives retention. Satisfaction research can uncover where you’re falling behind, where your strengths lie, and how to differentiate in a crowded market. It’s not just about fixing problems – it’s about identifying USPs and staying competitive. Understanding how your customers feel is important but understanding why they feel this way and what you can do to influence this sits at the core of our customer satisfaction research; our team is committed to delivering meaningful, and actionable outputs that drive positive business change. Building tailored solutions to engage your audience All our research solutions are tailored to suit the needs of our clients and their audience; we work with you to understand your core objectives and design a bespoke research package that will maximise engagement with your customers to provide the insights and understanding you’re looking for. We use a wide range of survey tools to measure satisfaction and loyalty including CSAT, NPS, and CES. Our multimodal capacity means surveys can be delivered in-app, via post, or by email to suit your audiences, and each is tailored to suit product fit or service evaluation. For deeper understanding, we run in-depth interviews, focus groups or even qualitative communities to explore the context and emotions behind customer feedback. We also analyse behavioural data like churn rates, social media sentiment, and customer reviews to spot trends and emerging issues. Other tools include feedback forms, SMS or IVR surveys, and live chat prompts, helping capture insight at key moments. Our work is informed by established models – such as the disconfirmation model, performance model, and frameworks like SERVQUAL, Kano, and the ACSI – giving structure to the insight and clarity to your next steps. Our approach to customer satisfaction research At DJS Research we explore the story behind the experience: the context, the expectations, and how perceptions changed over time. We use behavioural-science-informed techniques to reveal what really shaped someone’s satisfaction. On the quantitative side, we pair satisfaction scores with importance ratings to build Strategic Priority Matrices (SPM) – simple tools that show where you’re doing well, where to improve, and where you can afford to do less. With larger samples, we apply statistical techniques like regression and CHAID to identify what drives satisfaction across different groups – from first-time users to regulars, Gen Z, to families. These methods help you see what matters most to whom, and where to focus for the biggest gains. Whatever the route, our bespoke approach helps you get to the bottom of what’s driving satisfaction with your brand or business, and what may be holding you back. Contact us today to discuss how we can help you to understand and optimise customer satisfaction and become a valuable extension of your team.

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Solution:
Stakeholder

Understanding who your stakeholders are, what they want, and need from you and their perceptions of your organisation is critical for success. At DJS Research we have a strong track record of conducting research with stakeholders in the public, private and not-for-profit sectors. We can provide a clear picture of where trust is strong, where risks lie, and where opportunities exist to build stronger, more effective engagement with your stakeholders. Stakeholder research is the process of gathering and analysing feedback from the people and groups who have a direct interest in your organisation to understand their views, priorities and expectations. Stakeholders may include customers, employees, policy makers, investors, regulators or members of the public. Whoever they may be, understanding their perspective is essential for decision-making and shaping strategy. Stakeholder research can be used to: Map stakeholder priorities and perceptions. Highlight opportunities to strengthen relationships. Identify risks before they become challenges. Support evidence-based decision-making. Track shifts in sentiment over time. In short, stakeholder research helps organisations listen better, act smarter, and strengthen the relationships that underpin long-term success. Every organisation is different, with different groups of stakeholders, so there is no ‘one size fits all’ approach to stakeholder research. We’ll work closely with you to understand your sector and unique context and develop a bespoke approach. Stakeholder research can involve qualitative or quantitative research, or a combination of both. As a full-service agency, with a wealth of internal teams and a network of partners across the UK, we have access to the full range of research methodologies. Open-ended qualitative research is particularly useful as it allows us to speak to stakeholders in depth and understand what really matters to them. We may recommend a one-to-one approach for interviewing busy individuals and covering confidential topics, but sometimes a more collaborative focus group or workshop approach is required. We’ll use quantitative methods when we need to survey large samples and measure stakeholder priorities and strength of feeling. Online, telephone, and face-to-face methods can all be called upon to help us track measures over time and examine the impact of internal and external factors. Combining qualitative and quantitative methods offers the best of both worlds, but whichever method we suggest, the very act of conducting research is a great way to engage stakeholders and ensure they feel part of your journey. At DJS Research, we will work in collaboration with you to ensure the research is meaningful, engaging and actionable for your organisation. We will assign a team of people who understand your sector inside out. We’ve worked with organisations across the public, private, and not-for-profit sectors – from local authorities and government bodies to high-profile brands and small charities. This breadth means we know how to adapt our approach to diverse and often complex stakeholder landscapes. To find out more about stakeholder research and how we could help your organisation fulfil your business needs, get in touch today.

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Market research case study: Understanding what drives customer satisfaction in the education sector

Department for Education & Skills

The challenge

The approach

The results

Client testimonial: Department for Education & Skills

Education, Central government & non-department public bodies, Market research project design & management, Market research in-depth interviews, Market research focus groups, CATI (Computer-Assisted Telephone Interviewing), Public sector consultation, Customer satisfaction, Stakeholder

Other areas you might find interesting...

Sector: Education

Sector: Central government & non-department public bodies

Service: Market research project design & management

Service: Market research in-depth interviews

Service: Market research focus groups

Service: CATI (Computer-Assisted Telephone Interviewing)

Solution: Public sector consultation

Solution: Customer satisfaction

Solution: Stakeholder

Case study: Understanding what drives customer satisfaction in the education sector

Department for Education & Skills

The challenge

The approach

The results

Client testimonial: Department for Education & Skills

Education, Central government & non-department public bodies, Market research project design & management, Market research in-depth interviews, Market research focus groups, CATI (Computer-Assisted Telephone Interviewing), Public sector consultation, Customer satisfaction, Stakeholder

Other areas you might find interesting...

Sector: Education

Sector: Central government & non-department public bodies

Service: Market research project design & management

Service: Market research in-depth interviews

Service: Market research focus groups

Service: CATI (Computer-Assisted Telephone Interviewing)

Solution: Public sector consultation

Solution: Customer satisfaction

Solution: Stakeholder

Market research case study:
Understanding what drives customer satisfaction in the education sector

Sector:
Education

Sector:
Central government & non-department public bodies

Service:
Market research project design & management

Service:
Market research in-depth interviews

Service:
Market research focus groups

Service:
CATI (Computer-Assisted Telephone Interviewing)

Solution:
Public sector consultation

Solution:
Customer satisfaction

Solution:
Stakeholder

Case study:
Understanding what drives customer satisfaction in the education sector

Sector:
Education

Sector:
Central government & non-department public bodies

Service:
Market research project design & management

Service:
Market research in-depth interviews

Service:
Market research focus groups

Service:
CATI (Computer-Assisted Telephone Interviewing)

Solution:
Public sector consultation

Solution:
Customer satisfaction

Solution:
Stakeholder