The Insight Series with Charlie Maughan – How parents form confidence - and what it means for your marketing strategy – The Insight

In episode three of the Insight Series on how parents form confidence, Charlie discusses why confidence is rarely built in one standout moment. While open days, tours and campaigns all play an important role, he argues they usually confirm what parents already believe, rather than create that belief from scratch. Charlie explores how confidence is built over time through repeated, consistent signals across the prospective parent journey, and why strategy matters in aligning people, messages and touchpoints so confidence can be built purposefully.

Episode links:

• The 2024 B2B Buyer Experience Report – 6sense
• Determinants of Parental School Choice: A Systematic Review of the Literature
• The Components and Determinants of School Reputation: Insights from Parents' Voices
• Brand familiarity and confidence as determinants of purchase intention: An empirical test in a multiple brand context
• Drivers of school choice: The role of behavioural science in parental decision making – Independent Schools Victoria

Got more questions for Charlie and the team? You can ask them via the following:

• Email: [email protected]

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