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prioritise partnership and transparency may be best placed to meet expectations in a rapidly evolving education market. Ultimately, the findings suggest a simple truth remains at the heart of school choice.
The approach also aligns with national priorities during the UAE Year of the Family, reinforcing the importance of schools as environments where children grow academically while developing socially and emotionally. Listening Before Leading For Scholars International Group, the study reinforces a longstanding belief that educational leadership begins with listening. With families increasingly seeking clarity, consistency and credibility, schools that Key Findings Trust is conditional, not assumed: 88% of parents say a lack of track record would put them off enrolling in a new school, citing transparency, teaching quality and safeguarding as key trust drivers. Only 10% say they would prefer innovation over a proven history. Parents are overwhelmed by marketing: 93% say they felt overwhelmed by the volume of school information, while 91% say exaggerated claims reduced their trust. Parents are highly value-aware: The average annual fee sits just under AED 48,000. Within the AED 45,000– 65,000 fee band, parents define value through academic progress (37%), visible teaching quality (34%), and staff stability and leadership (34%), rather than facilities or image. Technology must support, not replace, human teaching: 88% of parents are concerned that technology is becoming too dominant at the expense of human- led teaching and pastoral care, while only 13% want personalisation driven solely by AI or systems.
What Parents Actually Buy Parents of children aged 3–4 place greater emphasis on consistency and stability than those with children aged 8–10 (30% vs 16%)
Cultural identity and belonging matter deeply: 82% of parents worry their children could lose touch with their cultural identity at school. Parents expect schools to foster a sense of belonging, uphold heritage, and prepare children for a global future. British curriculum schools remain a preferred model: 75% of parents associate British curriculum schools with a reassuring, structured approach, while 73% highlight their focus on fundamentals. 69% believe they offer strong preparation for university pathways. Parents see the British model as a trustworthy balance of tradition and modernity.
Parent Insight Study 2026
www.sigeducation.com
When schools listen to families, children flourish.
SCHOLARS SCHOOL
Families interested in exploring the research can download the full SIG Parent Insight Study 2026, which outlines how the findings have influenced the development of The Scholars School and future planning across the group.
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