Consumer Research

What truly matters to parents when choosing childcare for their precious little ones? Our latest market research reveals the five critical factors that drive parental decision-making in the childcare industry. While many providers focus on curriculum and programming, our data shows that security and safety consistently rank as the number one priority for families evaluating childcare options. From secure entry systems to staff background checks, parents want comprehensive protection for their children. Cost follows closely as the second most important consideration, with families carefully balancing budget constraints against quality indicators. Surprisingly, immediate availability ranks third, reflecting the urgent childcare needs many working parents face during job transitions or relocations. The credentials of staff members and overall facility cleanliness round out the top five factors. For childcare providers, understanding these priorities isn’t just helpful—it’s essential for attracting and retaining families in today’s competitive market. Beyond these universal concerns, our research suggests that effective providers regularly measure and monitor the specific preferences of families in their community, using data-driven approaches to fine-tune their offerings. Discover how understanding parental priorities can transform your childcare business and help you invest in features that truly matter to the families you serve.