While the initial focus was on the quality of the service itself, we chose to take a broader approach and explore the entire decision making process: How do parents choose a day care provider? What is important to them, and how do they prioritise?
We interviewed parents with their newborns and toddlers, and discovered that the decision making phase was in fact where most of the trouble occurred. We conducted a deep dive in both public and private day care set-ups, including ‘open house’ events where day-care caregivers could take an active role in generating ideas for positive change. We became part of the daycarer’s routine for a day and observed the interaction between caregivers, kids, and parents.