In this award-winning project, The University of East London commissioned research from Turquoise to better understand stakeholder awareness and perceptions of its brand. This followed the rolling out of a refreshed brand positioning. The research is conducted annually which enables direct comparisons to be drawn on how new messaging and branding strategies are perceived by the market.
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The research was carried out using an online survey which was distributed to two groups. Surveying the two different samples allowed us to achieve a comprehensive view of the brand from a range of stakeholders and outside perspectives.
Group 1: current students, applicants, alumni, industry partners and education partners. Group 2: considerers of London Universities, local businesses, local people all of whom had no affiliation with the university at the time of the study.
By uncovering strengths and weaknesses in messaging, branding, and overall perception, UEL have been able to improve their scores and create objectives which have increased the brand awareness amongst both groups, as well as adapting their messaging to improve the overall perception of the University in comparison to its competitors.
Our unique approach
Whether we are helping universities understand and predict customer behaviour, powering smarter data-driven strategy, or driving organisational change, our unique model helps deliver scientifically superior results for the whole sector.
Know what people think, better than they know themselves. Our model uniquely unearths subconscious psychological factors that influence customer feelings and behaviours.
Our model validates deeper methodological and contextual factors behind the data, not just the data itself, which helps uncover truly relevant insight while minimising noise.
Our unique model allows organisations to accurately predict market and customer behaviour, helping to power genuinely forward-thinking strategy and decision making.
