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Open Day Success 2019

New for 2019 

Boost your event conversion by knowing where to invest and discover what best-in-class for open days looks like

Book a free demo
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· Open Day Success - part of the HE Success Suite · 
Open days are inherently costly exercises. They frequently involve scores of staff and students running back-to-back events on Saturdays. They normally include vice chancellor talks, subject talks by deans, app-powered self-guided tours, showcases of student work, special transport links, new signage - the list goes on... It doesn't make sense to run your open days blind. You need to ensure you're maximising impact.

open day success

Our latest insight tool, Open Day Success is all about measuring open day impact. It provides the evidence that university marketing teams need to first show how effective their events are and then show how they can improve them to increase application and conversion.

Open Day Success pinpoints which events, and what elements of each event, are most impactful and effective. It shows how each university fares against its prospective students' expectations and, vitally, how it compares against its competitors, revealing the best and worst practice in the sector. 

What you get with an Open Day Success subscription

Subscribers receive one year of unlimited access to Open Day Success and membership of our HE Insight Club. As with all our HE Success Suite trackers, we host all quantitative and qualitative data in fully-interrogable dashboards, with charts available to export and share at the click of a button.


Hear from the right respondents - at the right time

Validate your decisions using a robust and relevant sample group

Open Day Success is based on interviews with applicants held a few months before they start university. They're asked to recall and rate every open day that they've attended. In total:

  • 4300 applicant respondents completed interviews
  • Over 10,000 open days were rated
  • Ratings for over 100 universities were gathered
HESS ODS maxdiff

Discover where to invest based on what's really important for students

 Use our MaxDiff analysis to identify vital nuances

Respondents find it hard to rate the relative importance of different features of open days. So we use a MaxDiff approach to unpick 13 key elements - ranging from tangible activities to thoughts and feelings - to help you identify which of these elements are vital to a successful open day. Where should you invest - a revamp of your accommodation tour or getting a better buy-in from your staff? Creating a buzz on campus or ensuring your organisation doesn't let you down?

HESS benchmark

See how your open day is rated and identify best practice

View competitive benchmarking

View benchmarking for most institutions' open days. Check out overall results or a breakdown based on the 13 individual elements that make up the open days experience. We identify:

  • Overall open day performance
  • 'Value add' for each university
  • Statistical significance between factors 


ODS HESS key drivers

Understand the aspects of open days that truly drive conversion

Focus on what matters most with key drivers analysis

Open Day Success incorporates a key drivers analysis to reveal which elements of the open day experience are more or less likely to drive intention to apply. While the statistics behind the approach are highly complex (employing a multiple linear regression model) the results are served up in the dashboard in a way that is both easy to understand and highly instructive.

verbatim HESS 3

Unearth vital insights in honest and unfiltered feedback

Verbatim comments

The verbatim analysis on Open Day Success is particularly powerful. Every one of the thousands of comments has either been coded and/or can be analysed by university, by analysis variable, and by words mentioned. We capture full-text responses relating to:

  • Open day 'wow' factors
  • How a sense of belonging/being welcome/being inspired was created
  • Best and worst parts of the open day
  • Reasons for not attending/how to be encouraged to attend
HESS UG filter

Take charge of the data to shape it to your needs

Apply a wide range of analysis variables 

Filter and compare the data based on a range of analysis variables at an individual, subject, demographic and institutional level. Variables include:

  • Open day attended
  • Gender, age group, ethnicity, disability, home region and social grade
  • Widening Participation quintile, first in family
  • UCAS points; subject most interested in (JACS – 20 Subject Areas)
  • And many more...

About our HE Insight Club

All subscribers to our HE Success Suite trackers automatically become part of the HE Insight Club, 
offering workshops, insight reports and events. 

An annual workshop tailored to you


Galvanise your team and embed key insight into your university. Our senior researchers will apply their specialist HE knowledge to address your challenges and help you realise your ambitions.

Expert trend and insight reports


Keep up-to-date with eight reports a year, focused on a topical challenge, an opportunity or threat in the HE space. Each report is exclusive to HE Success Suite subscribers and draws on the latest data from across our four trackers. 

Twice-yearly co-creation and insight events


Come along to our popular events where you can meet and work on ideas directly with your target student audience. You'll also get a chance to hear the latest insights from our experienced HE researchers and network with your peers.

Ready to see how it all works?

Book a free demo