Middlesex University attracts a diverse range of students. The sheer size of the existing and potential student population makes target marketing very difficult. The university asked Turquoise to conduct a segmentation study of both the existing and potential student population to assist in dividing the large student base into more manageable groups.
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Maria Luisa Ross, Head of Programmes and Insight
We began by interviewing existing and potential students to inform the design of the questionnaire. We then conducted 500 face-to-face interviews with students across campuses, 500 on-street interviews with potential students, and 100 self-complete questionnaires across key potential European countries.
Our attitudinal segmentation has clearly defined segments of the university’s current and potential student target group. It has enabled them to understand student attitudes, motivations and preferences when it comes to university selection. This has enabled Middlesex University to successfully target different student segments with tailored marketing messages.
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.
