How to Choose a School
What parents typically prioritise — and what the evidence says actually matters.
There's often a gap between what parents instinctively focus on and what academic research says actually predicts good outcomes. This guide draws on survey data from the Youth Sport Trust, and research from the Sutton Trust, Education Policy Institute, and the Universities of Bristol and Cambridge.
Survey Data
What parents actually prioritise
Based on the Youth Sport Trust / Bupa Foundation survey of parents choosing secondary schools in England.
Pupil wellbeing
65% of parents
The top priority for secondary school parents. 68% of parents want more information from schools about how they support wellbeing.
Location & proximity
63% of parents
Location is the number one factor for primary parents. Only 39% of families choose their closest school — many bypass nearby options for better alternatives.
Facilities
60% of parents
Sports facilities, IT labs, and learning spaces. Parents often judge a school's quality by its physical environment.
Culture & ethos
57% of parents
The school's values, atmosphere, and community feel. Hard to measure from data alone — this is where a school visit matters most.
Ofsted rating
54% of parents
A strong influence, but typically ranked third behind location and wellbeing. Parents across all income levels respond positively to improved Ofsted ratings.
Exam results & attainment
52% of parents
Just over half of parents cite this as important. More affluent parents tend to prioritise academic outcomes more than disadvantaged families.
Academic Research
What the evidence says actually matters
Findings from peer-reviewed research and major education think tanks.
Progress scores, not raw results
EPI / DfE
Progress 8 (secondary) and KS2 progress scores (primary) measure how much value a school adds, regardless of intake. A school in a disadvantaged area with high progress scores is often doing a better job of teaching than a school with high raw results but low progress.
Teacher quality
Sutton Trust
The Sutton Trust identifies effective teaching as the single biggest in-school factor in improving pupil attainment. Teacher content knowledge and instructional strategies matter most — but this information is almost impossible for parents to assess before choosing.
Socioeconomic composition
Bristol / Sutton Trust
Research from the University of Bristol identifies a school's socioeconomic mix as one of the three strongest predictors of outcomes. The Sutton Trust's 'Selective Comprehensives' report shows top-performing schools have significantly fewer disadvantaged pupils, suggesting access inequality.
Attendance & engagement
DfE
DfE research shows pupils with no absence are 1.3 times more likely to achieve expected standards at KS2. Persistent absence (missing 10%+ sessions) has a clear, measurable impact on attainment. A school's attendance culture matters.
Ofsted is a limited signal
EPI / TES
Ofsted ratings account for only about 4% of the variation in student outcomes at age 16 (EPI). Schools with high proportions of disadvantaged pupils receive more negative judgements, even when their progress scores are strong. Read the full report, not just the grade.
The proximity trap
Cambridge / Sutton Trust
Over 80% of secondary schools use proximity as their oversubscription criterion. The Sutton Trust shows that wealthier families can afford housing near the best schools, creating 'geographic exclusion'. Proximity-driven choice entrenches inequality rather than challenging it.
The Gap
Comparing priorities with evidence
Where parents focus, what research says, and our practical takeaway.
The Bottom Line
What this means for you
Three practical takeaways from the research.
Look at progress, not headlines
The biggest blind spot
Most parents never check progress scores. A school with modest raw results but strong progress is often doing a better job of teaching than a school with headline-grabbing grades that simply reflect its affluent intake.
Your instincts matter too
Don't ignore them
Parents are right to care about wellbeing, ethos, and location — these things genuinely matter for a child's daily experience. The research adds to your instincts, it doesn't replace them.
Use data as a starting point
Then visit and ask questions
Use What School to compare progress scores, attendance, and pupil demographics alongside the factors you already care about. Data narrows your shortlist — then visit, observe, and trust your gut.
Sources
- Youth Sport Trust & Bupa Foundation — “Well Schools” parental survey (2020)
- Sutton Trust — “Selective Comprehensives 2024” and “School Choice and Social Mobility”
- Education Policy Institute — “Annual Report on Education in England”
- University of Bristol — “School Choice and Parental Preferences” (CMPO working papers)
- University of Cambridge — “Does school choice help or hinder social mobility?”
- Department for Education — KS2 and KS4 accountability methodology; Absence statistics