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.
Turquoise were great to work with on this piece of research and were helpful throughout every stage of the process. The briefing process was very easy and Turquoise were able to give expert advice to help develop the brief and methodology in a way that made the final product more useful to the University. We were able to keep an eye on progress throughout the project with an online link that gave us a live feed of results. The final report also drew out key conclusions with the audience in mind and explained concepts in terms of clear actionable insights. The presentation they delivered was also very worthwhile as staff members were able to ask questions and translate the findings into their everyday work.
I would be very likely to consider Turquoise in the future for similar pieces of work and be very happy to work with them again.
Phil Davey – Market Insight & Research Manager, University of East London