Get In Touch
Approved Suppliers For...
- DJS Research Ltd Promotes Charlotte Sykes to Research Manager
Mon, 29th Apr 2013
DJS Research Ltd is pleased to announce the promotion of Charlotte Sykes to Research Manager. ... Read More
E-News Sign up
- Survey Sees Majority of Britons Spending Their Summer Holiday Locally
Mon, 20th May 2013
Market research by budget hotel operator Travelodge, which questioned 3,000 British adults, has revealed that as many as ......Read More
- Consumer Survey Reveals Highest and Lowest Rated High Street Brands
Fri, 17th May 2013
A new survey by consumer watchdog Which? has uncovered the best and worst rated High Street stores in ......Read More
- Survey Analysis Shows Pirate Downloaders Also Buy the Most Online Content
Wed, 15th May 2013
A follow-up analysis of market research conducted by Government watchdog Ofcom has revealed some interesting results about pirate ......Read More
- Electric Car Market Seems Unlikely To Accelerate, Suggests Research
Tue, 14th May 2013
Recent news in the electric car industry has led some analysts to voice disbelief in Barack Obama's target of ......Read More
- Study Shows Western Europe's Main Dealer Count Declined in 2012
Tue, 14th May 2013
Research by ICDP (based in the UK) has suggested that the collapse in demand for cars in Western Europe ......Read More
- Research In To Classic Car Market Reveals Top Twenty Most Endangered British Cars
Tue, 14th May 2013
New research released by HonestJohn.co.uk reveals the top 10 most endangered Biritsh cars. Of the 10 on the list, ......Read More
- Education Sector Market Research Shows Private Tuition Booming in UK
Tue, 14th May 2013
A survey by EdPLace, a provider of subscription based education resources for parents, suggests that UK parents now spend ......Read More
- Market Research Shows UK Employees Prefer Flexible Working
Mon, 13th May 2013
A new survey by office space company Regus, which questioned 3,000 people working in the UK, has discovered ......Read More
- Survey Uncovers UK Cities Which Have the Most Rewarding Bosses
Fri, 10th May 2013
Market research by Jurys Inn Hotels and CrossCountry trains, which questioned 2,500 office workers, has revealed the Top ......Read More
- Survey Highlights Health Benefits of Electronic Cigarettes over Traditional Tobacco
Thu, 9th May 2013
What is believed to be the most significant analysis of its kind in the UK thus far conducted, ......Read More
Market Research, Branding and The Education Sector
3rd July 2012 16:14
On Monday 14 May 2012, James Hinde, Research Director at DJS Research Ltd, a leading market research agency based in Cheshire, gave a presentation at the Association for Marketing and Development in Independent Schools’ (AMDIS) annual conference. The presentation, which discussed the use of market research techniques to inform decision making in the education market, was delivered to around 80 representatives of independent schools.
James defined the key challenges in the education sector as standing out in a saturated market, utilising a limited budget effectively and generating internal buy-in amongst staff and governors. He also highlighted the over-reliance which some marketers place on their own experience and intuition, resulting in the total avoidance of market research. James suggested the best approach would be to utilise both intuition and research together, leading to a marketing strategy informed both by previous experience and a dispassionate assessment of the data.
Of particular interest, given the current changes in the Education sector at the moment, were James’ thoughts on branding and brand performance. Currently, one of the key focuses for independent schools, and also universities and colleges, should be increasing public knowledge of the institution. This is the first step in brand awareness. Following this, institutions should seek to drive consumer opinions towards favourability, active consideration, and eventually advocacy – when a learner or their parents would recommend a particular establishment to others.
James also discussed how education consumers (in this case, normally a child’s parents) can be segmented – not all are looking for a school (or college or university in later life) to provide the same things, and people place different values on different aspects of an establishment. For instance, some parents might value their child’s safety at school above everything else, whilst others may feel that the quality of sports provision, or the calibre of teachers is more important. For universities, some students could prefer one institution over another due to nightlife, the course, the distance from home, or the availability of scholarships for instance.
James’ wide-ranging and detailed presentation was well received at the conference, as shown by some of the feedback comments below:
“Interesting, came away with some great ideas.”
“Good thought provoking ideas.”
“Very relevant and excellent topic – could do with more time.”
“Always good to hear from marketing outside the education sector.”
If you would like to see a video of James’ presentation, a shortened version will soon be available on DJS Research’s YouTube Channel.
DJS Research Ltd conduct qualitative and quantitative research for universities, colleges, schools, awarding bodies, LSCs, Sector Skills Councils and professional associations within the industry. Along with James Hinde, Sharon Nichols is the agency’s education specialist, and has been involved in Market Research within the sector for over 15 years. Both James and Sharon are vastly experienced in carrying out branding and naming research, course demand research, learner satisfaction surveys, new product or course development and employer studies among others.
To see full details of DJS Research’s expertise in the education sector, please visit the relevant page on our website.