BMG Research is delighted to have been commission to undertake research on behalf of the Skills Funding Agency to understand in more detail parents’ understanding of and attitudes towards Apprenticeships.

The research will provide intelligence which will support the Government aims to increase the quality and quantity of apprenticeships in England, reaching a clear and ambitious target of three million starts by 2020. As a key influencer of young people’s education and employment decisions parents’ understanding, awareness, and support for their child to enter an Apprenticeship will be crucial to help meet this target.

Specifically, the research will explore:

  • Parents’ understanding of the content, availability, and benefits of Apprenticeships.
  • Reasons why parents may not want their son or daughter to undertake an Apprenticeship and general perceptions of Apprenticeships as a post-16 option. This will include an assessment of whether issues such as academic attainment, ethnicity, locality, or gender impact on these views.
  • The level of information, advice and guidance available to parents (and their children) about the content and benefits of Apprenticeships.
  • Whether parents/carers feel they need further information to help their son or daughter make their decisions, and what format this would be in/what this should include.
  • What types of information they would like to know more about that may improve their views of Apprenticeships.

The research will engage approximately 150 parents of young people aged 16-20 (including Apprentices and non-Apprentices) through a combination of face-to-face and online focus groups, and telephone interviews. Each participant will also take part in a short survey so that quantitative data is available to further support the findings.

These qualitative approaches will ensure parents’ views and experiences can be fully explored openly, as well as allowing time to test their views on currently available information on Apprenticeships, and whether this in any way affects their views.

 For further information about this research please contact Elizabeth Davies, Research Director, on 0121 333 6006 or

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