The 3 “Rs”….Research, Research & ResearchUsing market research techniques to inform decision making in the education market

Presented by DJS Research LtdMay 2012

Your contactName: James Hinde, Research DirectorPhone: 01663 767587Web: www.djsresearch.co.ukE-mail: jhinde@djsresearch.com

Trying to get ahead in a saturated

market

Never seem to have time to research marketing

issues

What makes our school unique

No proper understanding of the

power and importance of marketing

Standing out

Limited resources

Internal buy-in

Limited budget

Getting all staff on side

Key challenges

Reason Method Application

Market research

Experience

Systematic

Purposeful

Robust

Gut feel

Ad-hoc

Insightful

ObjectiveDifferent views

Potentially outdated

Current

Generates consensus

Valuable

A cautionary tale about men’s underwear

“I don’t want to embarrass my Mum if I get run over”

“Prefer to wash at low temperatures”

“I need to look chic and sexy”

Underwear

“Looking for an idea/inspiration, don’t want the detail”

“Specific lesson plans, clear objectives, tasks and assessments”

“Lay it all out for me”

All: “Fits with my curriculum”

Teacher’s resources

Why do enquiries not convert?

Who is in our catchment area?

Where should we prioritise

improvements?

Recruitment

Retention

Where do we over perform?

Do our marketing comms work?

What is our offer?

Will customers recommend us?

How do we keep alumni involved?

Will the staff stay with us?

How does our competition perform?

Many different audiences

StudentsStaff

Parents

Prospectivecustomers

Alumni

Local residents

International prospectives

Universities

Employers

Prospectivestaff

Whattare the questions?

Who is the audience?

How should we conduct the research?

What will we do with the results?

Research planning

Reason Method Application

Quantitative Research Qualitative Research

Questionnaire

Closed Questions

Analysing numbers

How many think?

Smaller sample sizes

What impacts on decisions?

Why do people think?

Questions not fitted to particular response

Good to really get underneath how decision making works, and how

brands are specified, plus terminology used

Good to profile the sector, measure brand performance and importance of

brand

Nature of the questions Practical issues Inclusiveness of method Degree of accuracy

needed Cost and time Consider combining

methods

Choosing a method

CASE STUDY: RESEARCH TO UNDERSTAND PERCEPTIONS OF A COLLEGE

Research was conducted on behalf of a FE College in North West England to understand perceptions of the College amongst potential students, adults and potential employers

Qualitative fieldwork: focus groups with 15-19 year olds and adults who were considering A Levels or Vocational Qualifications, plus teledepths with employers

Quantitative fieldwork: face to face on street interviews with adults and teenagers, telephone interviews with local employers

Research enabled the college to understand how to position their brand and appeal to a wide audience

"DJS responded with a well-thought out solution to our brand perception needs. The 2-stage research project was implemented to time, to budget and in line with MRS quality criteria and has provided us with independent, actionable and insightful information to steer future plans".

The development of online research

Very quick and cost effective where you

have email addresses

Panel companies offer access to

targeted respondents (£3 or less per complete)

Use for discussions as well as surveys

Less effective for local population

where you do not have email addresses

Depth of response can be poor

Lack non-verbal cues

Strengths Weaknesses

Mystery Shopping

Consider creative techniques

Visual expression Word cloud

Projective techniques“If the school was a celebrity ………….”

1) Secondary sources/previous research

2) Online methods

3) Work experience/academic project

4) Pool resources with other schools

5) Take advantage of events/open days

6) Build questions into your processes

7) Consider opinion former interviews

8) Social media

9) Use research agencies for the elements you need only

10) Make agencies work for their money!

Make the most of the resources at your disposal

Some quick wins

Enquirer surveys

Leaver surveys

Student suggestions box

Student satisfaction

Parent satisfaction

Alumni surveys

Reason Method Application

Strong

“I know about

Hogwarts College and what they

offer”

“Hogwarts College is a

relevant place for

someone like me to learn”

Knowledge

Salience

Favourability

Relevance

Consideration

“Hogwarts College is a

desirable place for me

to learn”

“Hogwarts College

comes top of mind as a

place for me to learn”

“I would recommend

Hogwarts College to

others”

Advocacy

“I will actively consider Hogwarts College”

Assessing Brand Performance

Lower Leverage IssuesIssues are not key drivers of

satisfaction, yet performance on these issues is relatively strong. Investment can be steered elsewhere to improve

loyalty.

Key StrengthsIssues have a high impact on

satisfaction & performance on these is relatively strong. These represent key

strengths & have high leverage in maintaining loyalty. Use for

promotion/marketing.

Low Priority IssuesIssues are not key drivers of satisfaction

and performance is relatively poor. Issues should be closely monitored and improvements made only if budgets are

not prohibitive or if impact increases.

Critical Improvement IssuesIssues have a high impact on

satisfaction but performance is relatively poor. These issues require urgent

attention and are likely to get a high return on investment. Act here first!

LowLow

High

Medium High

Impact of issue on satisfaction

Perf

orm

ance

Strategic Priority Matrix

“I want my daughter to excel at everything she does”

“It keeps them fit and healthy”

“I hope she is safe!!”

“Sport gives them friends for life”

Segmenting customers

Understanding rational and emotional triggers

Persuade by reason……….motivate by emotion

Feel like a better parent

(parental satisfaction)

Well being/Longevity Happiness

/ WellbeingPeace of Mind

Spend quality time

together

Emotion

Personal/Family Benefit

FunctionalBenefit Learn to

swim

Get fit

Feel better Have fun

Have more energy

Confidence in the water

I feel I have taught my children

something

Alleviate boredom

Social Interaction

Kids can play with friends

kids

Promoting free swimming

Feel like a better parent

(parental satisfaction)

Well being/Longevity Happiness

/ WellbeingPeace of Mind

Spend quality time

together

Emotion

Personal/Family Benefit

FunctionalBenefit Learn to

swim

Get fit

Feel better Have fun

Have more energy

Confidence in the water

I feel I have taught my children

something

Alleviate boredom

Social Interaction

Kids can play with friends

kids

Promoting free swimming

Guilt messages Fun messages

Clarity

Insight

Understanding

Structure

Tailoring

Targeting

Monitoring

Outcome

About DJS ResearchWho We Are

Full service research agency established 8 years ago and growing fast: Focus on skills and

education Doubling turnover year

on year Rapidly growing team Increasingly high calibre

client list

EXAMPLE CLIENTS

About DJS ResearchFocus On Skills And Education Market

Research projects we have undertaken include:Universities

Course feasibility researchMarket analysis/demand studies

Course naming researchAcademic research – data collection

Course validation researchResearch with Alumni

FE CollegesBranding research

Student satisfaction and perception researchEmployer perception research

Staff surveys

Government AgenciesLearner satisfaction surveys

Awareness and perception surveysEmployer surveys

New product development researchAdvertising research

Customer satisfaction Website evaluation

Awarding BodiesProposition development

Market testingStakeholder research

This has given us experience of engaging with:

Students, young people, parents, teachers, employers, Private Training Providers, other opinion leaders, stakeholders and strategic decision makers

About DJS ResearchOur Education And Skills Experience