University for the Creative Arts (UCA) was unsure how current prospective undergraduate students perceived their brand and how they were positioned within the market and against key competitors. We deployed the Student Hut Opinion Panel to carve out Focus Groups to find this information out.
The choice was made as this was the best way to answer their key questions as this gave us the ability to drill into people’s motivations and reasoning behind their answers.
The sample needed to fit a selection of criteria and could reflect the wider audience views. This posed a potential challenge; however, our panel allowed the team to recruit the desired sample. This included those currently studying art at school or college, interested in studying art at university and geographically split across the UK.
UCA’s key objectives were to tailor the discussion between the students, and in turn, the session then could inform their marketing plans for 2019 onwards. Understanding students perceptions of the institution without any need for risky campaigns or guesswork decisions.