Wilma Smythe

Founder at Insight for Good
Wilma has over 20 years experience leading customer insight and intelligence programmes both in the private and public sectors where she has developed customer and multi-channel strategies and influenced strategy, communications and marketing, policy, and service delivery.

Wilma is a member of the Market Research Society’s Public Sector Editorial Board and has been one of the judges for the 2016 MRS awards. She holds an M.B.A and an MSc. of Social and Organisational Psychology.
Wilma Smythe

Higher Education Reform is challenging universities and educational institutions to develop a student-centric approach to education. But while many universities are increasing their research efforts to gain insight into their students, they often do this using traditional quantitative research approaches that only apply to a non-existent total.

This infographic lets universities discover and visualise six different segments of the UK university student population and offers insight into their unique needs, attitudes and behaviours, recognising that not all students are the same and therefore need different attraction and employability approaches.

This is not the usual infographic. Its accompanying guidance notes will let universities quickly understand why they need to tailor their marketing and communications messages in order to attract the right students and why they should enhance their career service offer and curriculum design in order to increase employability.

The insights are developed based on a representative survey of UK university students combined with online qualitative research. The findings show how these six segments are different among each other but similar within themselves and will therefore respond uniquely to tailored marketing and education approaches.

If you are interested in viewing this report, please Log In or Sign Up for free access to our members-only content.

0 replies

Leave a Reply

Want to join the discussion?
Feel free to contribute!

Please Login to Comment.