Parents who pay
Fee sensitivity, trust signals, EMI comfort and what a parent needs to see before renewing. Interviews at home, often in the evening, in the family's language.
Industries · Education
Parents decide, students use, teachers influence. We interview all three.
Bharat Survey is a market research company for education and EdTech businesses: learning apps, coaching institutes, school chains, test-prep brands and publishers. We interview parents at home, students outside coaching hubs and teachers in schools, and audit how admission counsellors actually sell, so product and marketing teams see the decision as families make it.
- Parent and student interviews in Hindi and regional languages
- Admission counsellor mystery audits
- Course completion and renewal studies
- School and teacher research
Parent decision researchCoaching hub interceptsCounsellor call auditsFree-trial drop-offRenewal intentVernacular learnersTeacher influenceFee and EMI perceptions
Who buys education
In most Indian households the student uses the product, a parent pays for it, and a teacher or older cousin quietly shapes the choice. A survey that hears only one of them gets the wrong answer.
Students who use
Daily study routine, why sessions get skipped, what makes a doubt-solving feature useful, and when a free trial stops being opened.
Teachers who influence
Which apps and books teachers recommend, what they discourage, and how school homework changes a family's paid choices.
Study types
Open each layer to see how the study is run in the field.
01Mystery shopping for Education and EdTech counsellingSales process
Mystery shopping for Education and EdTech counselling
Shoppers posing as parents take counselling calls and centre visits, then record what was promised about results, refunds, fees and loan options. This helps brands check claims against their own policy.
- Call and walk-in scenarios
- Refund and fee disclosure checks
- Pressure tactics noted verbatim
3,000
Target outlets
2,184
Visited
1,962
Audited
1,871
Accepted
Daily accepted auditsLast 12 days
02Brand health tracking for Education and EdTech brandsTracking
Brand health tracking for Education and EdTech brands
Awareness and consideration among parents of school-age children in fixed cities and towns, repeated before and after admission season.
- Pre- and post-season waves
- Class and board quotas
- Competitor consideration
3,000
Target outlets
2,184
Visited
1,962
Audited
1,871
Accepted
Daily accepted auditsLast 12 days
Quality
Accepted1871
In review64
Outside area19
Weak signal8
Top gaps · by territory
Out of stock62%
Planogram48%
Price label31%
Visibility24%
03Field survey services for Education and EdTech outside metrosField
Field survey services for Education and EdTech outside metros
Household and coaching-hub intercept interviews in district towns, where students prepare for board, entrance and government job exams in large numbers.
- Offline Android app
- Hindi and regional tools
- Intercept quotas by exam
Survey 3/6 · AmenitiesOffline
How is drinking water in your area?
- Comes regularly
- Comes sometimes
- Rarely / never
- Don't know
✓ Section saved on phone · autosave
BackNext
Our view
Satisfaction and renewal
A satisfaction score collected in week one of a course mostly measures the onboarding call. Renewal is decided later: after the first test result, after a doubt went unanswered, after a parent compared progress with a neighbour's child. We time interviews to those moments and ask both the student and the paying parent.
Advertising claims and research
The Central Consumer Protection Authority's November 2024 guidelines on misleading advertisements in the coaching sector cover claims about ranks, selections, refunds and guaranteed results. When a brand wants to know how parents read its promises, we test the ads with parents before launch and report what they understood, without offering legal advice.
Moments we interview at
- After free trial ends
- After first test result
- Mid-course
- Two weeks before renewal
- After a refund request
Before you brief
Decide
- Which exam, class or board segments matter
- Paying parent or learner as main respondent
- Cities versus district towns
- One-time study or seasonal waves
Share
- Consented user or lead lists, if any
- Current counselling script
- Fee and refund policy
- Ads or claims to test
Safeguards
- Parental consent for under-18s
- No interviews inside classrooms without school approval
- No collection of marks sheets
- Right to stop at any question
Not the right fit if
- Running NAAC or NBA accreditation surveys for colleges (see our institution tools)
- Student lead generation or selling contact lists
- Learning outcome assessments that need certified test design
- Guaranteeing admissions or enrolment growth
A good fit if
- Parent, student and teacher research
- Counselling and centre mystery audits
- Renewal and drop-off studies
- Small-town and vernacular learner research
FAQ
Straight answers to the questions people ask most about this topic.
Can you interview school students?
Yes, with a parent or guardian's consent recorded first and, for school premises, the school's permission. Questionnaires for minors are short and avoid sensitive topics. An adult is present or nearby, and the student can stop at any point without giving a reason.
How do counselling mystery audits work for EdTech?
Shoppers use realistic parent or student profiles to request a callback or visit a centre. They record what the counsellor said about fees, refunds, results and loans. The brand receives scores against its own sales policy, plus verbatim notes for training.
Do you research learners in Hindi-medium and regional-language segments?
Yes. Tools are translated and back-checked, and interviewers speak the local language. We set quotas by medium of instruction so vernacular learners are not averaged away inside English-medium results.
When is the best time to run education research?
Before and after the admission season is usually most useful, because consideration shifts quickly. Avoid board exam weeks, when students and parents will not give time. We plan fieldwork dates around the academic calendar in each state.
India Nationwide, Hindi-first
Tell us your segments and questions. We will reply with a sample plan and fieldwork calendar.