To compare the value propositions of primary and secondary schools in two Brazilian cities from the parents' perspective, we conducted focus groups with parents, contextual observations, and mystery shopper visits to various schools in the analyzed cities. We monitored factors such as infrastructure, educational models, extracurricular activities, and other key elements of their offer. This allowed us to gain insights that extend far beyond the parents' own perceptions. Visual documentation was a crucial part of the analysis.

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