Skip to main content
Search

Site Search

    ×

    Case Study:

    How we helped Imperial College London bridge the STEM gender gap

     #youthresearch #gendergap

    imperial college london

    The Challenge

    In the UK, women make up just 25% of all people working in science, technology, engineering and mathematics (STEM) occupations, despite accounting for nearly half the total workforce.

    The reasons behind this are varied and complex. But one factor is clear that, simply, fewer women choose to pursue STEM subjects at degree level.

    As a global top-10 university with a world-class reputation in STEM subjects, Imperial College London is committed to tackling this lack of gender parity head-on, with a focus on increasing recruitment among women.

    To do this, the College knew that nailing their communications strategy would be key, and they were exploring the idea of developing an online platform specifically tailored to the needs of female STEM applicants. But they recognised for this platform to have a real impact on application and conversion - and deliver on investment – it needed to be built on tangible insights.

    imperial college case study photo

    The Solution

    We harnessed our 150,000-strong youth research panel to find female applicants who were intending to study a STEM subject at university. We painted a clear story of who they were, their attitudes, their motivations and their feelings towards studying STEM at university; as well as any barriers they may perceive.

    We also tested the effectiveness of Imperial’s existing communications with respondents and got in-depth feedback about their appetite and vision for a dedicated online platform.

    Who would use it? What potential content would they like to see on the platform? What tone would resonate best?

    The Outcome

    Our research gave Imperial the evidence and validation they needed to develop a fully-fledged online platform dedicated to young women interested in STEM, packed with relevant and authentic content.

    The findings have also proved essential to the planning of current and future communication strategies, ensuring they’re anchored to applicants’ needs and expectations, setting Imperial – and the wider STEM sector - on the path to greater equality.

    “We structured our new new website around the findings of the report and developed specific sections to align with what was unearthed in the research. The website serves as an additional resource for a community that can be under-represented in some subjects and helps create a more inclusive feel to our communications.”

    Amanda Cerny, Head of Recruitment & Marketing
    What next?

    From getting Millennials more active to predicting the future of tuition fees, explore our case studies and see how we helped the UK's biggest brands win over today's youth.

    See more case studies
    CAREERS

    Would you like to join our dynamic research company? If you’re interested check out our Careers page.

    CONTACT US

    YouthSight
    50 Featherstone Street
    London, EC1Y 8RT

    T: 020 7374 0997
    E: enquiries@youthsight.com

    SPONSORS AND PARTNERS
    • Nightline Association
    • City University London
    • Fair Data
    • MRS Evidence Matters
    JOIN THE OPINIONPANEL

    Are you aged 13-30 or in full-time higher education? Click here to join our youth research panel.

    FOLLOW US
    • Twitter
    • LinkedIn

    YouthSight is a trading name of OpinionPanel Ltd a company registered in England and Wales. Company Registration No. 5013113
    © YouthSight All rights reserved. Terms and Conditions. Privacy Policy.

    Designed by Prodo