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Why focus groups aren’t enough

‘What influenced your decision to study at your chosen university?’

Ask a bunch of students and you’ll hear them recount personal stories about why they chose to study at their university: it was the interesting course content, the reputation of the university, or the good feeling they got at the Open Day.

University marketing teams often conduct focus groups and surveys as we seek to understand what drives students’ decision making. We use these insights to inform the content and campaigns we create. So far, so normal.

But research suggests these decision-making stories may be just that, stories. Our judgments can be influenced by a messy set of factors beyond our conscious awareness.

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You need to appraise you. Yes, you.

An appraisal should serve you and your goals – and workshop activities can provide the space for you to explore that collaboratively. Our Research Analyst shares a few activities to help you reflect on your role whilst imagining your progression.

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