Background and objectives
The University of East London were interested to see what could be done to increase acceptance rates. Turquoise were approached to conduct market research with both undergraduate and postgraduate students to find out more about the profile of applicants and the university selection process. Specifically, we were asked to shed more light on the motivations behind accepting and rejecting offers from UEL.
Turquoise undertook an initial online survey followed by a CATi survey to reach a total sample of 1,054 respondents. Due to the small population of postgraduate decliners, Turquoise supplemented this group with a number of tele-depth interviews to further probe findings from the initial survey.
Turquoise were able to provide a range of recommendations and actionable insights in the following areas:
- Open day organisation and activities
- Website content and communication style
- Reputation, brand awareness and marketing
- Innovation and personalisation of applicant touchpoints
The research findings and recommendations were very well received by a packed room of department representatives who were all able to take-away and apply the insights that we uncovered through our market research.