Given that independent schools have started to face competition from charter schools, the National Association of Independent Schools (NAIS) commissioned a study with current and prospective charter school parents to determine their perceptions of charter vs. independent schools, assess the relative impact of the variables that affect their school choice decision, and determine their parent segmentation (their dominant perspective on education). One of the main findings from this study was that current and prospective charter school parents see several similarities between charter and independent schools: both types of schools have high-achieving student bodies, a challenging curriculum, an environment conducive to learning, a well-rounded education, a strong use of technology, and high-quality teachers that believe in the ability of all students and are accountable for student achievement. The 2014 NAIS study revealed that, to better compete with charter schools, independent schools will need to stress that they excel in some key decision factors in school choice (strong preparation for future success, high-quality teachers, and character development), while keeping their tuition at moderate levels.