the 3 “rs”.research, research & research using market research techniques to inform decision...
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The 3 “Rs”….Research, Research & ResearchUsing market research techniques to inform decision making in the education market
Presented by DJS Research LtdMay 2012
Your contactName: James Hinde, Research DirectorPhone: 01663 767587Web: www.djsresearch.co.ukE-mail: [email protected]
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Trying to get ahead in a saturated
market
Never seem to have time to research marketing
issues
What makes our school unique
No proper understanding of the
power and importance of marketing
Standing out
Limited resources
Internal buy-in
Limited budget
Getting all staff on side
Key challenges
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Reason Method Application
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Market research
Experience
Systematic
Purposeful
Robust
Gut feel
Ad-hoc
Insightful
ObjectiveDifferent views
Potentially outdated
Current
Generates consensus
Valuable
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A cautionary tale about men’s underwear
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“I don’t want to embarrass my Mum if I get run over”
“Prefer to wash at low temperatures”
“I need to look chic and sexy”
Underwear
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“Looking for an idea/inspiration, don’t want the detail”
“Specific lesson plans, clear objectives, tasks and assessments”
“Lay it all out for me”
All: “Fits with my curriculum”
Teacher’s resources
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Why do enquiries not convert?
Who is in our catchment area?
Where should we prioritise
improvements?
Recruitment
Retention
Where do we over perform?
Do our marketing comms work?
What is our offer?
Will customers recommend us?
How do we keep alumni involved?
Will the staff stay with us?
How does our competition perform?
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Many different audiences
StudentsStaff
Parents
Prospectivecustomers
Alumni
Local residents
International prospectives
Universities
Employers
Prospectivestaff
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Whattare the questions?
Who is the audience?
How should we conduct the research?
What will we do with the results?
Research planning
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Reason Method Application
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Quantitative Research Qualitative Research
Questionnaire
Closed Questions
Analysing numbers
How many think?
Smaller sample sizes
What impacts on decisions?
Why do people think?
Questions not fitted to particular response
Good to really get underneath how decision making works, and how
brands are specified, plus terminology used
Good to profile the sector, measure brand performance and importance of
brand
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Nature of the questions Practical issues Inclusiveness of method Degree of accuracy
needed Cost and time Consider combining
methods
Choosing a method
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CASE STUDY: RESEARCH TO UNDERSTAND PERCEPTIONS OF A COLLEGE
Research was conducted on behalf of a FE College in North West England to understand perceptions of the College amongst potential students, adults and potential employers
Qualitative fieldwork: focus groups with 15-19 year olds and adults who were considering A Levels or Vocational Qualifications, plus teledepths with employers
Quantitative fieldwork: face to face on street interviews with adults and teenagers, telephone interviews with local employers
Research enabled the college to understand how to position their brand and appeal to a wide audience
"DJS responded with a well-thought out solution to our brand perception needs. The 2-stage research project was implemented to time, to budget and in line with MRS quality criteria and has provided us with independent, actionable and insightful information to steer future plans".
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The development of online research
Very quick and cost effective where you
have email addresses
Panel companies offer access to
targeted respondents (£3 or less per complete)
Use for discussions as well as surveys
Less effective for local population
where you do not have email addresses
Depth of response can be poor
Lack non-verbal cues
Strengths Weaknesses
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Mystery Shopping
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Consider creative techniques
Visual expression Word cloud
Projective techniques“If the school was a celebrity ………….”
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1) Secondary sources/previous research
2) Online methods
3) Work experience/academic project
4) Pool resources with other schools
5) Take advantage of events/open days
6) Build questions into your processes
7) Consider opinion former interviews
8) Social media
9) Use research agencies for the elements you need only
10) Make agencies work for their money!
Make the most of the resources at your disposal
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Some quick wins
Enquirer surveys
Leaver surveys
Student suggestions box
Student satisfaction
Parent satisfaction
Alumni surveys
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Reason Method Application
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Strong
“I know about
Hogwarts College and what they
offer”
“Hogwarts College is a
relevant place for
someone like me to learn”
Knowledge
Salience
Favourability
Relevance
Consideration
“Hogwarts College is a
desirable place for me
to learn”
“Hogwarts College
comes top of mind as a
place for me to learn”
“I would recommend
Hogwarts College to
others”
Advocacy
“I will actively consider Hogwarts College”
Assessing Brand Performance
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Lower Leverage IssuesIssues are not key drivers of
satisfaction, yet performance on these issues is relatively strong. Investment can be steered elsewhere to improve
loyalty.
Key StrengthsIssues have a high impact on
satisfaction & performance on these is relatively strong. These represent key
strengths & have high leverage in maintaining loyalty. Use for
promotion/marketing.
Low Priority IssuesIssues are not key drivers of satisfaction
and performance is relatively poor. Issues should be closely monitored and improvements made only if budgets are
not prohibitive or if impact increases.
Critical Improvement IssuesIssues have a high impact on
satisfaction but performance is relatively poor. These issues require urgent
attention and are likely to get a high return on investment. Act here first!
LowLow
High
Medium High
Impact of issue on satisfaction
Perf
orm
ance
Strategic Priority Matrix
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“I want my daughter to excel at everything she does”
“It keeps them fit and healthy”
“I hope she is safe!!”
“Sport gives them friends for life”
Segmenting customers
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Understanding rational and emotional triggers
Persuade by reason……….motivate by emotion
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Feel like a better parent
(parental satisfaction)
Well being/Longevity Happiness
/ WellbeingPeace of Mind
Spend quality time
together
Emotion
Personal/Family Benefit
FunctionalBenefit Learn to
swim
Get fit
Feel better Have fun
Have more energy
Confidence in the water
I feel I have taught my children
something
Alleviate boredom
Social Interaction
Kids can play with friends
kids
Promoting free swimming
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Feel like a better parent
(parental satisfaction)
Well being/Longevity Happiness
/ WellbeingPeace of Mind
Spend quality time
together
Emotion
Personal/Family Benefit
FunctionalBenefit Learn to
swim
Get fit
Feel better Have fun
Have more energy
Confidence in the water
I feel I have taught my children
something
Alleviate boredom
Social Interaction
Kids can play with friends
kids
Promoting free swimming
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Guilt messages Fun messages
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Clarity
Insight
Understanding
Structure
Tailoring
Targeting
Monitoring
Outcome
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About DJS ResearchWho We Are
Full service research agency established 8 years ago and growing fast: Focus on skills and
education Doubling turnover year
on year Rapidly growing team Increasingly high calibre
client list
EXAMPLE CLIENTS
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About DJS ResearchFocus On Skills And Education Market
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Research projects we have undertaken include:Universities
Course feasibility researchMarket analysis/demand studies
Course naming researchAcademic research – data collection
Course validation researchResearch with Alumni
FE CollegesBranding research
Student satisfaction and perception researchEmployer perception research
Staff surveys
Government AgenciesLearner satisfaction surveys
Awareness and perception surveysEmployer surveys
New product development researchAdvertising research
Customer satisfaction Website evaluation
Awarding BodiesProposition development
Market testingStakeholder research
This has given us experience of engaging with:
Students, young people, parents, teachers, employers, Private Training Providers, other opinion leaders, stakeholders and strategic decision makers
About DJS ResearchOur Education And Skills Experience