Help families feel confident from
the very first reply
The first reply is often the moment when a family decides whether your school feels right, and whether it’s a place where their child will be supported and able to flourish. But understanding how well your school manages that first impression has never been easy. Until now.
The Enquiry Experience Tracker (EET) for schools, is a global research program designed to help international schools understand and improve how they respond to enquiries from prospective families. It offers an objective, family-centred view of your performance that is clear, practical and easy to act on.
This research is also suitable for schools that enrol international students but teach local curricula.
Our mystery shoppers are real parents. They make genuine enquiries through your key channels, such as email, enquiry forms, phone and social media. They also ask the kinds of questions families really want answered.
Each interaction is carefully assessed by our experts and benchmarked against those of other schools and your regional peers.
Our evaluation model considers over 50 criteria across areas such as findability, responsiveness, clarity, tone, personalisation and persuasiveness. It helps you understand not just what was said, but how it came across to the family receiving it.
Your school receives a personalised report with detailed insights and an Enquiry Experience Score, providing a meaningful measure of how your responses are likely to be experienced by real families making a significant decision.
Whether you’re refining your admissions process or aiming to build greater trust with prospective families, the EET offers the evidence and guidance to help you strengthen that all-important first impression.
Watch the video to know more about the research and how it works.
Key benefits
Understand how families actually
experience your enquiry journey
Benchmark your performance
against competitors
Identify the moments that shape
whether families continue
Uncover the gaps limiting
engagement and progression
Prioritise what will make
the biggest difference
Gain confidence
through objective data
How it works
1
August-September
Registration deadline and school questionnaire
2
October-November
Mystery shopping fieldwork
3
December
Analysis and results preview
4
January
Report delivery and release of the global results
Mystery shopping with real families in mind
To understand how families experience your enquiry process, we engage real parents as mystery shoppers. They make genuine enquiries to your school through key channels such as email, enquiry forms, live chat and mobile messaging.
Each parent takes on a carefully crafted persona that reflects the types of families commonly enquiring to schools. These personas vary by region and reflect a range of needs, motivations and backgrounds.
They ask about the things families care most about: curriculum, school values, fees, admission processes, language support, relocation advice and more.
In 2026, each participating school will receive up to twelve mystery shopping enquiries, based on four unique personas, each making contact through four different channels.
This approach offers a well-rounded, realistic view of how your team is engaging with prospective families across different scenarios.
Below are the personas that will be mystery shopped in 2026.
Scoring and benchmarking
Our benchmarking reports help you understand your performance relative to local and global competitors’.
Evaluation criteria include enquiry channels, responsiveness, communication quality, follow-up and impact.
What can you expect?
You’ll receive a detailed, fully documented and personalised report with benchmarking, analysis and recommendations for improvement.
The Edified team was professional and really understood what we were trying to achieve. The report was excellent and I think could model further reports in the future.
The final report and write-up was the most useful I’ve received in 12 years of working with multiple consultancies.
The Edified team are just a delight to work with: flexible, knowledgeable and deliver great outputs.
Join the Enquiry Experience Tracker for schools
The Enquiry Experience Tracker for schools is a must-have if you want to better understand how you are supporting families through the admissions journey.
It provides clear, evidence-based insights into how well your school responds to enquiries and how your performance compares against other international schools.
By taking part, your school will be included in the mystery shopping research and receive a personalised, benchmarked report with practical recommendations to help improve the enquiry experience.
Getting started is simple:
- Register your school
- Complete a short questionnaire
- Edified conducts the mystery shopping and analysis
- Your personalised report is delivered
Registrations for 2026 are now open.
To see the results and insights from the 2025 research, download the global report.
Registration options
Select your region
Essentials
A$ 5,950
A clear view of what families experience when they enquire to your school, how your enquiry experience compares to the global benchmark, and where there are opportunities to strengthen engagement.
Includes:
- 8 mystery shopping enquiries
- Personalised school report
- Qualitative student feedback
- Global benchmark
- Insights presentation
Standard
A$ 8,950
Everything in Essentials, plus broader enquiry analysis and additional benchmarking to provide a deeper understanding of your market position, and clear, doable recommendations on how to improve.
Includes:
- 12 mystery shopping enquiries
- Personalised school report
- Qualitative student feedback
- Global and regional benchmarks
- Insights and recommendations presentation
- Anonymised comparison with 3 competitor schools
Premium
A$ 12,950
Ongoing visibility beyond the annual benchmark cycle with monthly monitoring to help identify friction points early, and strengthen the enquiry experience over time. Plus, website analysis and a workshop on how to take your admissions to the next level.
Includes:
- 12 mystery shopping enquiries
- Personalised school report
- Qualitative student feedback
- Global and regional benchmarks
- Insights, recommendations and team activation workshop
- Anonymised comparison with 4 competitor schools
- An analysis of your website and enquiry journey from a parent perspective
- Monthly checks to monitor progress
(for 6 months)
Early bird discount
Register before 30 June 2026 and get a 10% early bird discount.
Group discount
Special rates for groups of 10+ schools.
Essentials
£ 3,195
A clear view of what families experience when they enquire to your school, how your enquiry experience compares to the global benchmark, and where there are opportunities to strengthen engagement.
Includes:
- 8 mystery shopping enquiries
- Personalised school report
- Qualitative student feedback
- Global benchmark
- Insights presentation
Standard
£ 4,795
Everything in Essentials, plus broader enquiry analysis and additional benchmarking to provide a deeper understanding of your market position, and clear, doable recommendations on
how to improve.
Includes:
- 12 mystery shopping enquiries
- Personalised school report
- Qualitative student feedback
- Global and regional benchmarks
- Insights and recommendations presentation
- Anonymised comparison with 3 competitor schools
Premium
£ 6,895
Ongoing visibility beyond the annual benchmark cycle with monthly monitoring to help identify friction points early, and strengthen the enquiry experience over time. Plus, website analysis and a workshop on how to take your admissions to the next level.
Includes:
- 12 mystery shopping enquiries
- Personalised school report
- Qualitative student feedback
- Global and regional benchmarks
- Insights, recommendations and team activation workshop
- Anonymised comparison with 4 competitor schools
- An analysis of your website and enquiry journey from a parent perspective
- Monthly checks to monitor progress
(for 6 months)
Early bird discount
Register before 30 June 2026 and get a 10% early bird discount.
Group discount
Special rates for groups of 10+ schools.
Essentials
€ 3,695
A clear view of what families experience when they enquire to your school, how your enquiry experience compares to the global benchmark, and where there are opportunities to strengthen engagement.
Includes:
- 8 mystery shopping enquiries
- Personalised school report
- Qualitative student feedback
- Global benchmark
- Insights presentation
Standard
€ 5,595
Everything in Essentials, plus broader enquiry analysis and additional benchmarking to provide a deeper understanding of your market position, and clear, doable recommendations on
how to improve.
Includes:
- 12 mystery shopping enquiries
- Personalised school report
- Qualitative student feedback
- Global and regional benchmarks
- Insights and recommendations presentation
- Anonymised comparison with 3 competitor schools
Premium
€ 8,095
Ongoing visibility beyond the annual benchmark cycle with monthly monitoring to help identify friction points early, and strengthen the enquiry experience over time. Plus, website analysis and a workshop on how to take your admissions to the next level.
Includes:
- 12 mystery shopping enquiries
- Personalised school report
- Qualitative student feedback
- Global and regional benchmarks
- Insights, recommendations and team activation workshop
- Anonymised comparison with 4 competitor schools
- An analysis of your website and enquiry journey from a parent perspective
- Monthly checks to monitor progress
(for 6 months)
Early bird discount
Register before 30 June 2026 and get a 10% early bird discount.
Group discount
Special rates for groups of 10+ schools.
Essentials
S$ 5,495
A clear view of what families experience when they enquire to your school, how your enquiry experience compares to the global benchmark, and where there are opportunities to strengthen engagement.
Includes:
- 8 mystery shopping enquiries
- Personalised school report
- Qualitative student feedback
- Global benchmark
- Insights presentation
Standard
S$ 8,295
Everything in Essentials, plus broader enquiry analysis and additional benchmarking to provide a deeper understanding of your market position, and clear, doable recommendations on
how to improve.
Includes:
- 12 mystery shopping enquiries
- Personalised school report
- Qualitative student feedback
- Global and regional benchmarks
- Insights and recommendations presentation
- Anonymised comparison with 3 competitor schools
Premium
S$ 11,895
Ongoing visibility beyond the annual benchmark cycle with monthly monitoring to help identify friction points early, and strengthen the enquiry experience over time. Plus, website analysis and a workshop on how to take your admissions to the next level.
Includes:
- 12 mystery shopping enquiries
- Personalised school report
- Qualitative student feedback
- Global and regional benchmarks
- Insights, recommendations and team activation workshop
- Anonymised comparison with 4 competitor schools
- An analysis of your website and enquiry journey from a parent perspective
- Monthly checks to monitor progress
(for 6 months)
Early bird discount
Register before 30 June 2026 and get a 10% early bird discount.
Group discount
Special rates for groups of 10+ schools.
Essentials
RM$ 16,950
A clear view of what families experience when they enquire to your school, how your enquiry experience compares to the global benchmark, and where there are opportunities to strengthen engagement.
Includes:
- 8 mystery shopping enquiries
- Personalised school report
- Qualitative student feedback
- Global benchmark
- Insights presentation
Standard
RM$ 25,495
Everything in Essentials, plus broader enquiry analysis and additional benchmarking to provide a deeper understanding of your market position, and clear, doable recommendations on
how to improve.
Includes:
- 12 mystery shopping enquiries
- Personalised school report
- Qualitative student feedback
- Global and regional benchmarks
- Insights and recommendations presentation
- Anonymised comparison with 3 competitor schools
Premium
RM$ 36,895
Ongoing visibility beyond the annual benchmark cycle with monthly monitoring to help identify friction points early, and strengthen the enquiry experience over time. Plus, website analysis and a workshop on how to take your admissions to the next level.
Includes:
- 12 mystery shopping enquiries
- Personalised school report
- Qualitative student feedback
- Global and regional benchmarks
- Insights, recommendations and team activation workshop
- Anonymised comparison with 4 competitor schools
- An analysis of your website and enquiry journey from a parent perspective
- Monthly checks to monitor progress
(for 6 months)
Early bird discount
Register before 30 June 2026 and get a 10% early bird discount.
Group discount
Special rates for groups of 10+ schools.
Essentials
AED 15,895
A clear view of what families experience when they enquire to your school, how your enquiry experience compares to the global benchmark, and where there are opportunities to strengthen engagement.
Includes:
- 8 mystery shopping enquiries
- Personalised school report
- Qualitative student feedback
- Global benchmark
- Insights presentation
Standard
AED 23,895
Everything in Essentials, plus broader enquiry analysis and additional benchmarking to provide a deeper understanding of your market position, and clear, doable recommendations on
how to improve.
Includes:
- 12 mystery shopping enquiries
- Personalised school report
- Qualitative student feedback
- Global and regional benchmarks
- Insights and recommendations presentation
- Anonymised comparison with 3 competitor schools
Premium
AED 34,495
Ongoing visibility beyond the annual benchmark cycle with monthly monitoring to help identify friction points early, and strengthen the enquiry experience over time. Plus, website analysis and a workshop on how to take your admissions to the next level.
Includes:
- 12 mystery shopping enquiries
- Personalised school report
- Qualitative student feedback
- Global and regional benchmarks
- Insights, recommendations and team activation workshop
- Anonymised comparison with 4 competitor schools
- An analysis of your website and enquiry journey from a parent perspective
- Monthly checks to monitor progress
(for 6 months)
Early bird discount
Register before 30 June 2026 and get a 10% early bird discount.
Group discount
Special rates for groups of 10+ schools.
Essentials
C$ 5,895
A clear view of what families experience when they enquire to your school, how your enquiry experience compares to the global benchmark, and where there are opportunities to strengthen engagement.
Includes:
- 8 mystery shopping enquiries
- Personalised school report
- Qualitative student feedback
- Global benchmark
- Insights presentation
Standard
C$ 8,895
Everything in Essentials, plus broader enquiry analysis and additional benchmarking to provide a deeper understanding of your market position, and clear, doable recommendations on
how to improve.
Includes:
- 12 mystery shopping enquiries
- Personalised school report
- Qualitative student feedback
- Global and regional benchmarks
- Insights and recommendations presentation
- Anonymised comparison with 3 competitor schools
Premium
C$ 12,895
Ongoing visibility beyond the annual benchmark cycle with monthly monitoring to help identify friction points early, and strengthen the enquiry experience over time. Plus, website analysis and a workshop on how to take your admissions to the next level.
Includes:
- 12 mystery shopping enquiries
- Personalised school report
- Qualitative student feedback
- Global and regional benchmarks
- Insights, recommendations and team activation workshop
- Anonymised comparison with 4 competitor schools
- An analysis of your website and enquiry journey from a parent perspective
- Monthly checks to monitor progress (for 6 months)
Early bird discount
Register before 30 June 2026 and get a 10% early bird discount.
Group discount
Special rates for groups of 10+ schools.
Essentials
US$ 4,345
A clear view of what families experience when they enquire to your school, how your enquiry experience compares to the global benchmark, and where there are opportunities to strengthen engagement.
Includes:
- 8 mystery shopping enquiries
- Personalised school report
- Qualitative student feedback
- Global benchmark
- Insights presentation
Standard
US$ 6,495
Everything in Essentials, plus broader enquiry analysis and additional benchmarking to provide a deeper understanding of your market position, and clear, doable recommendations on
how to improve.
Includes:
- 12 mystery shopping enquiries
- Personalised school report
- Qualitative student feedback
- Global and regional benchmarks
- Insights and recommendations presentation
- Anonymised comparison with 3 competitor schools
Premium
US$ 9,395
Ongoing visibility beyond the annual benchmark cycle with monthly monitoring to help identify friction points early, and strengthen the enquiry experience over time. Plus, website analysis and a workshop on how to take your admissions to the next level.
Includes:
- 12 mystery shopping enquiries
- Personalised school report
- Qualitative student feedback
- Global and regional benchmarks
- Insights, recommendations and team activation workshop
- Anonymised comparison with 4 competitor schools
- An analysis of your website and enquiry journey from a parent perspective
- Monthly checks to monitor progress (for 6 months)
Early bird discount
Register before 30 June 2026 and get a 10% early bird discount.
Group discount
Special rates for groups of 10+ schools.
Register for the 2026 Enquiry Experience Tracker for schools
Complete the form to sign up for the 2026 research.
To see the results from the 2025 research, download the global report.
For any questions, please get in touch at carly@edified.com.au.