Turquoise was commissioned by the University of Cambridge Institute of Continuing Education to identify the future potential growth areas for online courses to help increase course enrolments. The university wanted us to inform their future strategy regarding students' needs along a lifelong learning cycle and to understand the strength of the ICE brand alongside competitors.
We undertook an online programme of research to explore the attitudes of current, potential, and considerer students across the UK, EU and USA.
As part of the analysis, we conducted a segmentation exercise across the sample in order to provide recommendations of where ICE’s focus should be, which target audiences provided the greatest opportunity for the university and what was needed to encourage further uptake of online courses.
For each segment we provided ICE with a persona, courses that interested them, motivations behind online course uptake, interest in online qualifications and credentials and key support needs. The University of Cambridge ICE found the segmentation exercise to be a key source of data in which to base strategic decisions on how to engage with different student cohorts.
Our unique approach
Whether we are helping the higher eduction sector understand and predict human behaviour, powering smarter data-driven strategy, or driving organisational change, our unique model helps deliver scientifically superior results.
Know what individuals think, better than they know themselves. Our model uniquely unearths subconscious psychological factors that influence 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 industry and human behaviour, helping to power genuinely forward-thinking strategy and decision making.
