Annual image survey and impact study by the MBO Council

In this study, we survey VMBO students, MBO students, parents of VMBO students, and parents of MBO students. This allows us to create a cross-section of the group of students (and their parents) who have yet to make a choice, and to measure the image of MBO. By also surveying current students (and their parents) in the study, we are also able to assess the reputation of MBO.

“The annual impact study is a study from which we, as an agency, learn a great deal, alongside the client. This is certainly true of our work for the education sector and specifically for vocational colleges. Given developments in society and the shortage of practically trained people, it is crucial that vocational colleges continue to work on their image and remain attractive to prospective students and other stakeholders. The annual study allows us to keep our finger on the pulse and constantly search for current hooks that the MBO Council can use in its strategy."- Leon Geboers, Client Consultant Education Markteffect

 The study covers topics such as attitudes toward vocational education in general and pursuing a vocational education program. We also assess the impact of the campaign based on its reach, recognition, appreciation, and call to action. Using these results, the MBO Council makes annual adjustments to its strategy and campaign for the following school year, with the ultimate goal of achieving an even more positive effect among the target groups.

In general, it can be concluded that the image of vocational education has improved in recent years. Pupils, students, and parents who are reached by the campaign materials have a more positive view of vocational education than target groups who are not reached by the campaign. This proves that the MBO Council's campaign is contributing to improving the image of vocational education.

“Within the education sector, it is crucial to focus more positive attention on vocational education, given the current and future labor market, where demand for vocational graduates is growing. This annual survey allows us to accurately assess the current image of vocational education and the impact of the efforts made by the MBO Council.”Renée Cuenen, Research Expert Markteffect

The results of the studies will be presented to the MBO Council in a separate PowerPoint report for each target group, followed by a final presentation. In this presentation, we will provide insight into the results and share context about the latest developments that may influence the results.