Key Audience Research

In 2022, SQA introduced Key Audience Research, which replaced the Scottish Stakeholder Tracking Research that we carried out for many years. The Key Audience Research focuses on the views of the employer and training providers, college and school sectors, and within each of those, on the views of practitioners in both teaching and management roles, and on the views of learners. It also covers the views of parents/carers and employers.

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Technical summary: Stakeholder Research 2024-25

Date: November 2025

Background

We carry out two pieces of research on an annual basis, using a wave-based approach. In the Key Audience Research we can track what learners and educators in schools, colleges and training providers think about SQA, how well we communicate and engage, and what they think about our qualifications. This allows SQA to understand how well it is meeting the needs of key stakeholders. In the Centre Survey, respondents are largely heads of centres and SQA co-ordinators and the focus is on SQA's performance and customer perceptions.

Research Questions

  • Whether learners and educators are more or less positive about SQA than they were a year ago.
  • What these groups think about SQA qualifications, and whether their views have changed.
  • How effectively learners and educators believe that SQA communicates and engages with them, and whether those views have changed.
  • How effectively does SQA meet the needs of our centres?

Methodology

For the Key Audience Research, we carried out surveys with learners and educators in schools, colleges and training providers in November and December 2024. We split educators into two groups – those who teach SQA qualifications, and those working as managers. We also surveyed employers, and the parents/carers of S4-S6 children. Almost 2500 people took part in the research. The surveys were carried out using a range of methods including face to face and telephone interviews and online questionnaires.

For the Centre Survey, we carried out surveys with centre representatives, covering around 580 Scottish schools, colleges and training providers, UK and international centres between January and March 2025.

Key Findings

  • Both classroom teachers and people working in management were less positive about SQA than a year ago.
  • Respondents were largely positive about SQA qualifications, including how trusted they were, whether they were appropriately challenging and how much they prepared learners for further study
  • College respondents had very similar views compared to last year
  • Respondents from training providers were less positive than last year, but the results for this group were still strong when compared to other stakeholders.
  • SQA’s centres had similar views on the organisation's performance to last year

Implications

The research is important in that it shows us what key stakeholder groups think of SQA as we prepare to become Qualifications Scotland. It outlines where we need to improve as an organisation, and in future will measure progress in making those changes.

Next Steps

What will change because of the research?

Qualifications Scotland starts work on 2 December, with a promise to put learners and educators at the heart of decision-making.

Reports

Key Audience Research

Centre Survey

This summary is intended for general audiences and simplifies complex research. Please refer to the full report for detailed methodology, complete findings, and technical discussion.

In 2022, SQA introduced Key Audience Research, which replaced the Scottish Stakeholder Tracking Research that SQA carried out for many years. The Key Audience Research focuses on the views of the ETP, college and school sectors, and within each of those, on the views of practitioners in both teaching and management roles, and on the views of learners. It also covers the views of parents/carers and employers.

The research focuses primarily on SQA’s qualifications, wider perceptions of the organisation, and how effectively SQA communicates and engages with key stakeholders. The fieldwork for the Key Audience Research took place in the last quarter of 2023 and the first quarter of 2024.

This research is undertaken according to Market Research Society guidelines and carried out by an independent external consultant.

This is the second year that the Key Audience Research has been carried out, and while we can compare this year’s results with the previous year’s, it is not possible to look at longer term changes over time.

Overall report

This report summarises the main findings of the Key Audience Research 2023/24, and the overall changes in views compared with the previous year.

Three audience reports

These reports provide a more detailed look at the views of learners and educators in schools, colleges and training providers.