Grantee: Ad Council Research Institute
Study Type: Mixed-methods research study
Principal Investigator: Derrick Feldmann, Colleen Thompson-Kuhn – Ad Council Research Institute
Project Description: With funding from Overdeck Family Foundation and insights on the design of the online discussions and surveys from nonprofit Attendance Works, Ad Council Research Institute conducted a mixed-methods research study to understand the messaging and narrative(s) that would effectively communicate to parents why consistent in-person attendance is critical to a child’s development, and encourage them to attend. The study consisted of two research phases: a qualitative phase consisting of a two-day online discussion conducted June 5-7, 2024, and a quantitative phase consisting of a 15-minute online survey conducted July 8-28, 2024 among U.S. parents/caregivers of children currently in school (kindergarten through 12th grade).
Key Findings: This study uncovered the following key findings: 1) Parents are significantly aware of and generally agree with the benefits of in-person learning, including collaboration, engagement, socializing, and personalized attention. 2) Parents view education holistically and as a balance of many elements, with academics only being a piece of their child’s growth (in addition to social and emotional development, and more). 3) Parents—especially those whose children are routinely absent—say they regularly track their children’s grades, school performance, and attendance. They tend to believe most absences are acceptable. 4) Messaging that chastises parents or communicates the consequences of missing school does not work in the post-COVID era. Messaging must have a positive tone and focus on the opportunities children receive by regularly attending school in person, including academic, social development, and emotional growth. 5) Parents are most trusting of their child’s teacher, and want to hear attendance-related messaging from them.
Study Citation: Feldmann, D. & Thompson-Kuhn, C (2024). Back to the Classroom. Ad Council Research Institute.
Full report here.
The Key Findings above were reproduced from the published report and do not necessarily reflect interpretation of Overdeck Family Foundation staff.
