Market Segmentation: Avoiding a one-size-fits-all Education

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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.

Latest posts by Wilma Smythe (see all)

• The cost of the Yemen war: Is Britain trading arms for lives? - 26/01/2021
• Are a failing education and healthcare system to be blamed for London knife crime? - 29/08/2019
• Going beyond teaching quality - 13/10/2018

Student choice is at the heart of Higher Education Reform. But offering better choices to students also means avoiding a one-size fits all education and designing relevant approaches that can be tailored to the different needs, attitudes and expectations of today’s students.

This report offers in-depth insight into students’ lives and personalities and offers recommendations to innovate the marketing function so it can more effectively design student attraction campaigns using market segmentation. The report also offers innovative solutions to curriculum designers, heads of employability, and career services so that they can upgrade their educational offer and, in particular, understand how to persuade each unique segment into gaining work experience while at university.

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