The research, carried out by BrainManager, a website that tests IQ through various quizzes online, examined a range of factors that reflect both formal education and intellectual curiosity. Looking at 60 of England’s largest towns and cities, the study considered the percentage of residents with degrees, GCSE attainment, vocational and Level 3 qualification rates, and access to public libraries. But it didn’t stop there – it also explored how eager people are to learn outside the classroom, using data on Google searches related to online reading and the number of public lectures and academic events held per 10,000 people.
By analysing these eight metrics and assigning each a weighted value based on its educational significance, BrainManager created an overall score to rank England’s largest towns and cities.
Stafford ranks eighth in the study, and its success lies in its balance. While it doesn’t top any one category, it scores well across the board – especially for public lectures, ranking 10th with 380 events per 10,000 people. Its schools perform well too, with over 11% rated 'Outstanding' – the second-best in the country.
On the flip side, Stafford’s GCSE attainment (47.3%) and Level 3 qualifications (64.5%) are only middling. And while nearly 30% of residents have degrees, it’s not enough to push it higher in the rankings. Still, for a town its size, Stafford punches well above its weight – and proves that practical, event-led learning can be just as powerful as traditional schooling.
Oxford leads the charge with a well-rounded academic ecosystem – top qualifications, the most public events, and the highest rate of degree holders. Reading follows closely, with strong GCSE results and a high level of online learning interest. Slough, ranking third, champions vocational learning and has a vibrant academic event scene.
Brighton and Hove comes in fourth with its highly educated population and good GCSE performance. London ranks fifth thanks to its library access and top school quality, though it stumbles on event engagement. York, at sixth, balances old-school tradition with solid modern metrics, while Wokingham shines in seventh with standout qualifications and minimal infrastructure. Southend-on-Sea hits ninth, excelling in GCSEs and academic events, and Bournemouth rounds out the top 10 with a respectable mix of metrics and strong school ratings.
On the flip side, Blackpool, Doncaster, Sunderland, Barnsley, and Hull ranked in the bottom 5.
List of the top 10 smartest cities in the study:
| Rank | City | % of people who have a degree | GCSE attainment rate | Access to public libraries | Vocational qualification rate | Level 3 qualification rate | % of schools rated outstanding at last Ofsted inspection | Google Searches per online reading per 10,000 people | Public lectures and academic events per 10,000 people | Total Score |
| 1 | Oxford | 41.06 | 49.7 | 47 | 1.98 | 85.1 | 6.59 | 390.63 | 641.25 | 71.87 |
| 2 | Reading | 33.00 | 52 | 30 | 2.46 | 76.3 | 5.00 | 387.41 | 302.54 | 59.53 |
| 3 | Slough | 26.17 | 56 | 11 | 3.32 | 60.7 | 7.27 | 128.87 | 457.36 | 53.94 |
| 4 | Brighton and Hove | 37.93 | 51.6 | 15 | 1.93 | 73.5 | 3.60 | 289.18 | 271.44 | 52.09 |
| 5 | London | 33.70 | 52.81 | 89 | 2.21 | 76 | 10.73 | 182.79 | 6.32 | 52.08 |
| 6 | York | 33.09 | 53 | 22 | 1.78 | 77 | 7.02 | 118.49 | 181.46 | 49.82 |
| 7 | Wokingham | 36.50 | 54.8 | 1 | 1.79 | 81 | 4.83 | 98.77 | 23.57 | 49.00 |
| 8 | Stafford | 29.05 | 47.3 | 22 | 2.20 | 64.5 | 11.11 | 189.50 | 380.47 | 47.46 |
| 9 | Southend-on-Sea | 22.06 | 56.3 | 6 | 2.37 | 63.1 | 7.30 | 219.82 | 426.36 | 46.05 |
| 10 | Bournemouth | 26.85 | 52.7 | 7 | 2.44 | 66.7 | 10.08 | 148.71 | 149.46 | 45.29 |