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The Challenge

Queen Mary University of London (QMUL) felt it had a fairly clear picture of who its students were, what they wanted and how it was performing.

But to improve its activities and communications, the university needed detailed, concrete evidence. What made its students different? What did they value? How could it better appeal to them? And, crucially, how was QMUL doing in comparison with competing universities?

“There used to be a lot of guessing, without hard evidence. The YouthSight tools have helped to confirm what we suspected and make sense of the implications.”
Market Intelligence Manager, Queen Mary University of London

he research side

The Solution

QMUL has been using three of our HE Success Suite subscription products - Undergraduate Success, Marcomms Success and PGT Success, for several years. Covering applicants for undergraduate and postgraduate courses, this gives QMUL a comprehensive view of its prospective students, their behaviours and attitudes, and how they compare with others around the country.

The university’s market intelligence team uses the products as a source of evidence to inform strategic decisions, and shares insights widely with different departments.

Segmentation information from the dashboards has helped QMUL understand the attitudinal profiles of its student population. For example, the university has a relatively large proportion of “mature-minded” students, who tend to be less receptive to marketing messages, especially those focused on the social aspects and excitements of student life.

Our data has also helped QMUL assess the impact of its open days. QMUL’s own surveys showed that visitors were fairly satisfied, but benchmarking revealed that many other universities were getting better feedback.

The Outcome

By providing clear, comprehensive data on how QMUL’s students compare with others, our HE Success Suite has helped the university to design and direct its campaigns to meet the needs of its unique student profile, to learn from competitors how to make open days more impactful, and to make a case for more investment in open days.

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.

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