YouthSight has appointed James MacGregor as Director of Higher Education Research. A specialist in generating evidence for public organizations to make strategic decisions, James takes on leadership of the Higher Education team. He will have responsibility for developing new business, new products, project delivery, and for representing YouthSight on Higher Education issues.
Previously Head of Market Strategy at Goldsmiths for four years, James worked closely with the university’s most senior leaders to contribute evidence and argument in support of strategic decision-making. Before Goldsmiths, he was Head of Market Intelligence at EdComs for three years, the UK’s leading agency that helps brands build trust through education. Prior to EdComs, he spent three years as Senior Researcher at think tank New Local Government Network, where he communicated evidence and argument on the benefits of devolving power to local organizations and local communities.
James joins YouthSight at an exciting time. The increasingly competitive market in student recruitment offers ambitious universities greater scope for defining their futures. It also demands that they make fast decisions in complex environments. James’s track record of strong client relationships, deep understanding of universities, and creative thought-leadership equip YouthSight with the capacity to deliver ever greater value to its clients.
Ben Marks, Managing Director of YouthSight, said:
“I’m delighted that James has joined us. He has struck me as having some of the brightest thinking on HE marketing and research in the sector so it’s wonderful he’s now part of the team. The next few years will see more unprecedented change for universities, and I look forward to James’ team offering clients high-quality, evidence-based insights in new areas.”
“I’m excited to join this ambitious market research agency while continuing to work with universities. I am confident that my knowledge of the sector and my ability to focus on the important things will help YouthSight deliver ever more value for its higher education clients. At this time of profound change, never before have universities had so many choices. I look forward to helping these important institutions make the right ones for them and their students.”
Notes for editors
YouthSight owns the consumer access panel for higher education: 17,000 applicants, 70,000 current students, 18,000 graduates and 10,000 other young people. We’ve completed hundreds of projects for our HE clients, helping over 90 universities and HE organisations obtain the insights and data they need to drive important decisions.
Our portfolio of products is based on a clear understanding of the needs of HE professionals combined with a sophisticated approach to the ‘tools of our trade’, including qualitative and quantitative interviews, regression & key driver analysis, Price Sensitivity Meter and choice-based conjoint or trade-off techniques.
Our key approaches and areas of expertise include:
- Understanding the student decision-making process (both UG and PG), through bespoke studies as well as our annual Higher Expectations study
- Helping universities define their brand - to develop an appealing and differentiated brand position
- Course development and naming, portfolio review and fee setting
- Helping universities understand and optimize alumni engagement
- Recruitment for in-house research (qualitative and quantitative)