university market insight conference and awards 2017 · paul raybould, marketing director, qs...

University Market insight ConferenCe and awards 2017incorporating the market research skills academy

21-22 November 2017

doubletree hilton, leeds

he Market research forum

02 | www.theknowledgepar tnership.com

at the inaugural university insight event last year, i promised we would move the conference around the country to ensure “fair access”. so here we are in leeds, one of TKP’s main office locations and a thriving centre of higher education.

the city is now home to four universities: Beckett, trinity, leeds and the newly elevated Arts University, plus, befitting a major legal and financial centre, BPP and the University of Law.

If part of the definition of a market is that there is an array of competing suppliers for customers (students) to choose from, leeds is a classic marketplace. all six institutions have a distinct position and target different segments despite their geographic proximity. i could also mention the oU, leeds college of music and the northern school of contemporary dance, based in the city delivering unique he opportunities.

Those of you staying for the two days will have the opportunity to sample the city at night. For the best view, just get into the lift at the venue and venture to the sky-bar for a 360-degree perspective.

as i said last year, i had always felt there was a gap in the conference market for a university market insight focussed event and this time we have a wide range of topics for you to sample and skills-based sessions to engage with. i want to thank all the speakers and facilitators for volunteering their time and expertise. the topics covered are again those that have been communicated to us as ones that needed exposure.

you will notice a new format this time which is based on feedback from the aston 2016. the response from last year’s delegates was overwhelmingly positive but we have built in repeat sessions of seminars this time – one of the suggestions made. there is also a choice of cuisine for the event dinner. after all, personalisation is part of what good marketing is all about.

This year’s event includes the presentations for the very first university market research awards. I created the heist awards 27 years ago, but there was never a research category so that left another gap that we at TKP have filled. Back then there were no market researchers in the sector, and few HE planners looking outwards to the market. These awards reflect a seismic change in our sector. Personally, I think competition is a good thing: it encourages innovation and responsiveness. market insight plays a pivotal role allowing leadership teams to identify and then move with their market, shaping services and optimising the relevance of the institutional offer. my thanks to sarah Askew at TKP for managing the awards programme and to our judging panel of Becky Morehouse from Stamats, Alison Jones from hespa and ad de Jong from aston Business school.

We shall be publishing the winning entries as case studies to demonstrate the value and impact of market research to university success. the material will be circulated to sector bodies and university leadership teams.

next year we shall be in london. as the centre of the Uk market research sector, that affords us lots of options in terms of speakers from agencies, think tanks/ngos and universities. if your university would like to host the event, please contact us. also look out for our occasional free tkp seminars on key issues. Visit our website for topics/venue/dates.

Finally, thanks to hespa and the higher education mr Forum for supporting the event and being the conduit to and from you, our delegate market. also to the staff at tkp who helped to research the programme, and market, host, and contribute to the event; you know who you are!

david robertsconference chair, managing director, the knowledge partnership

Welcome to leeds: a northern higher education powerhouse

www.theknowledgepar tnership.com | 03

David Roberts

Conference Chair and Managing Director The Knowledge Partnership

david co-founded the knowledge partnership in 2004 and has been engaged in university marketing for nearly 30 years having been the UK’s first university head of marketing. he created the heist awards for best practice in he marketing. david has worked for clients across europe and australasia as well as the Uk. a passionate advocate of the value of market analysis and insight, he believes that the best marketers are always advocates for the rights, needs and preferences of their organisation’s stakeholders.

Jen Summerton

Executive Officer, HESPA

Jen is HESPA’s Executive Officer and Membership development manager. Before this post she worked as marketing and communications manager at the University of Leicester and International Officer at the University of Nottingham. Prior to joining the HE sector, Jen was a journalist and writer for a number of online and print publications.

Needee Myers

Market Research Manager University of Southampton

needee is the chair of the he market research Forum and the head of market research at the University of southampton. a member of the mrs she previously worked for an engineering consultancy, the British educational communications and information Agency (BECTA) and Merseyside Police.

Professional Team

The Knowledge Partnership

this event has taken considerable planning, research and development. We would like to thank our colleagues at the knowledge partnership who contributed to the conference on top of their day jobs! Sarah Thomas for venue and speaker liaison. amy ross for delegate liaison. rebecca mitchell, rowen elliott and Will hart for marketing and sarah askew for awards management.

the conference and academy planning group


With the introduction of the Office for Students (OfS) and the various metrics for measuring success: the Teaching Excellence and Student Outcomes Framework (TEF), the Research Excellence Framework (REF) and the recently announced Knowledge Exchange Framework (KEF), there is an increased need for data and evidence to demonstrate quality in teaching, research and knowledge exchange. in this new realm, where we recognise students as consumers and act - under external pressure - in a more heavily regulated and marketised environment, the role of strategic planners becomes ever-more important.

planners play an integral part in ensuring that this data is available and robust enough for their institution to effectively benchmark and improve and also satisfy external regulatory requirements. there is a growing need for planners to work with market insight professionals to ensure that market data analysis is used effectively to monitor sector trends, competitor behaviour and changes in the wider political, social and economic environment. This information is then used to inform scenario planning and student number projections, as well as to provide a wider context for the development of strategies which enable a flexible approach to meet the demands of a changing and increasingly competitive environment.

hespa is delighted to have contributed to the development of this event for the second year running and actively recognises the evolving role of planners and their need to be fully engaged in developing and applying market insights.

Jen summerton hespa executive member

the higher education landscape is changing, with students increasingly becoming consumers who can choose what they want and expect a holistic experience along the way. this means that universities, more than ever, need to understand the complexity that is the student decision-making process if they want to attract the best and be successful.

Within this competitive environment, market research is fast becoming a critical resource for universities, delivering insights and direction, to allow universities to understand how they can differentiate themselves from the crowd. it is no longer simply about satisfaction but about student engagement and experience, about the emotional journey and connections students make, about branding and targeted advertising, about segmentation.

this conference recognises this shift in perceptions of the value of market research within institutions as it brings together experts from across the field to share experiences and look at innovative ways to deliver timely insight.

needee Myers chair of the higher education market researchers Forum

data and planning critical in new regulatory environment

the changing face of market research in he

he Market research forum


University market insight awards

Finalists Kim Winter | Market Research Manager, Nottingham Trent University

student transition survey: annual research focusing on why students consider leaving University and to test new initiatives to increase retention. This has shaped major institutional developments including NTU Student Dashboard, the formulation of a central engagement and retention team and the success for all strategy which supports attainment for all students. Michelle Gray | Insight Analyst, University of Surrey

segmentation of our potential student market has provided us with a new lens through which to view our prospects and offered unique ways to speak to them about the things that really matter to them. Jo Clarkson | Market Research and Insight Manager, University of Warwick

The right tools for the job; harnessing the power of student feedback. Against a background of huge demand for student opinion, a fragmented approach to insight gathering and students feeling the impact of ‘survey fatigue’, the University of Warwick implemented a process (Insight Central) supported by technology (a polling community- HearNow) to improve and harness the student voice. Tracey Urwin | Head of Insight and Propositions, Northumbria University

the entry highlights the integrated mix of research and analysis methodologies undertaken to provide the institution with clear recommendations to make strategic decisions on its product portfolio, and to enhance the student experience. Jane Jones | Faculty Market Insight and Strategy Manager, Liverpool University

a value-based pricing framework was developed to inform the pricing of the University’s postgraduate taught programmes. Metrics to define this were developed from primary research with PGT offer holders and measured using qualitative input from academics and secondary research data.

Becky MorehouseVice president, stamats

Alison Joneschair of hespa

Ad de Jongprofessor of marketing, aston Business school

Sarah Askewsenior market research manager, the knowledge partnership and awards manager

the knowledge partnership is thankful to the following for their contribution towards these awards:


10.00 REGISTRATION - refreshments and exhibition

RUM - TIREE

10.45

Plenary Keynote

Ingredients of Success: Knowing your market, valuing your colleagues and listening to your students and stakeholders

John Cater, Vice chancellor, edge hill University

11.45 University Market Research Awards: Presentations

12.15

Plenary 2

Global Perceptions of the UK as a Study Destination – Insights and Recommendations

Paul Raybould, marketing director, Qs enrolment solutions

1.00 LUNCh - refreshments and exhibition

IONA/KERRERA MULL RUM - TIREE

2.00

Workshop 1

Maximise the impact of your research evidence using data visualisation and storytelling techniques

Betty Adamou Founder, research through gaming ltd Paul McGhie independent award-winning Film-maker

Seminar 1

Mapping the Student Digital Experience

Jessica Francis market research manager, Jisc

Seminar 2

Understanding Adult Student Markets – UK and USA Insights

Becky Morehouse Vice president, stamats David Roberts, managing director, the knowledge partnership

2.45

Seminar 3

What Drives Innovation in UG Course Development?

Prof Nola hewitt-Dundas head of Queen’s management school Belfast

Seminar 4

Black Asian and Minority Ethnic Student Segment – Meta trends and differential choices

Beth Smith market insight executive, the knowledge partnership Joey Jones, senior research executive, youthsight

PrOgrAmmE - DAy 1

All conference activities will be on the first floor. Copies of slides and background reports will be available to delegates after the event. seminars are 45 minutes and workshops run for 90 minutes.

3.30 BREAK - refreshments and exhibition


4.00

Workshop 2

Delivering Research with Institutional Impact

Becky Morehouse Vice president, stamats

Seminar 5


Jessica Francis market research manager, Jisc

Seminar 6

A Market Analysis of the UK Branch Campus

Laurence Lindars researcher

4.45

Seminar 7


Prof Nola hewitt-Dundas head of Queen’s management school Belfast

Seminar 8


Beth Smith market insight executive, the knowledge partnership Joey Jones, senior research executive, youthsight

5.30 END OF DAy 1

7.00

Conference Dinners - Tuesday 21 November, 7.00pm

Choice: French Bistro or Indian

you can either meet at the doubletree foyer at 7pm for the “walking buses” led by tkp conference hosts or make your way directly to your chosen restaurant. the sky Bar at the conference venue is a good social space after the dinners, affording skyline views of the city (subject to kind weather conditions!).

CONFERENCE DINNER Sponsored by The Knowledge Partnership Brasserie BlancThe raymond Blanc inspired bistro has been a favoured eatery in Leeds for many years serving simple, high quality food prepared in a French style. Located on the river Aire waterfront, the restaurant is housed in a beautiful refurbished Victorian mill with vaulted brick ceilings and cast-iron pillars.

TharavaduTharavadu is the Michelin guide best recommended, and Trip Adviser ranked No1, Indian restaurant in Leeds. Serving authentic Kerala cuisine and a blend of indigenous dishes with variations, inspired by trading visitors to this coastal region. The chefs were born and brought up in Kerala - a change to the normal curry house!


9.30 REGISTRATION - refreshments and exhibition


10.00

Workshop 3

Conjoint Analysis and Associated Statistical Methods

Tony Isaacs market research and data analytics specialist, sigdiff ltd

Seminar 9

The Student Academic Experience – Key Issues and Trends

Jonathan Neves survey manager, higher education academy

Seminar 10

The PGT Market: Insights to Support Recruitment and WP

Professor Paul Wakeling department of education, University of york

10.45

Seminar 11


Professor Paul Wakeling department of education, University of york

Seminar 12

The Great British Brain Drain: Where graduates move and why

Dr Paul Swinney principal economist, centre for cities


RUM - TIREE

11.45

Plenary 3

League Tables – How they’re constructed, how they influence and how reputation is impacted Matt hiely Rayner, intelligence metrix / head of planning, kingston University Louise Simpson, director, the knowledge partnership

12.45 LUNCh - lunch and exhibition

PrOgrAmmE - DAy 2

registration for those with a one-day pass. We advise that you check out before the sessions start. storage facilities for luggage are available at the venue.



1.45

Workshop 4

Using Behavioural Economics to Reveal Truths about Applicant or Student Choices

Dr Abigail Diamond managing director, cFe research

Seminar 13

Building Students’ Sense of Belonging and Engagement: Insights from the What works? Student Retention and Success Change Programme

Professor Liz Thomas edge hill University, liz thomas associates

Seminar 14


Dr Paul Swinney principal economist, centre for cities

2.30

Seminar 15

More than just a Pretty Face: Researching alumni to build your brand

Mel Godfrey marketing course director, london southbank University

Seminar 16


Professor Liz Thomas edge hill University, liz thomas associates



3.30

Workshop 5

Advanced Qualitative Research Techniques

Sarah Askew senior market research manager, the knowledge partnership

Seminar 17


Jonathan Neves survey manager, higher education academy

Seminar 18

Online and Distance Learning – Market trends and insights from the USA, UK and Australia (90 minute seminar)

David Roberts managing director, the knowledge partnership Becky Morehouse Vice president, stamats Kay Lipson, Director online education services australia

4.15

Seminar 19


Mel Godfrey marketing course director, london southbank University

5.00 CONFERENCE CLOSE


Conference Speaker Profiles | Day 1

Ingredients of Success: Knowing your market, valuing your colleagues and listening to your students and stakeholders

dr John Cater Vice chancellor, edge hill University

John was the youngest university leader when appointed at edge hill and it has thrived despite the competitive environment, being named university of the year in 2015 and awarded gold in the recent teF. John will provide a unique longitudinal perspective on the evolution of the he-market and what it means to those managing Uk universities.

Dr John Cater is the Vice Chancellor of Edge Hill University, having been appointed in 1993. As a social geographer, he has published extensively on race, housing, economic development and public policy and co-authored major research studies for the Social Science Research Council, the Commission for Racial Equality and their successor bodies. John has held several high level appointments, particularly in the areas of teacher training and health education.

Global Perceptions of the UK as a Study Destination – Insights and Recommendations

Paul raybould marketing director, Qs enrolment solutions

this session explores the key findings from the recent survey of 28,000 international students considering the Uk for study at both Ug and pg levels. this session will touch on motivations and choice, communication preferences, how prospects judge quality, the impact of Brexit and Trump.

Paul is the Marketing Director for QS Enrolment Solutions. Previously he was Head of Marketing at Phanon which has clients using its facility and real estate management software such as Nike, McDonald’s, Unilever and Shell. He has also worked at BMJ Learning a CDP and PG training website for doctors.



Maximise the impact of your research evidence using data visualisation and storytelling techniques

Betty adamou Founder, research through gaming ltd Paul Mcghie independent award-winning Film-maker

as researchers and analysts, we love the detail and the method but if we are to translate findings into efficacious action we need to get the key messages across to the clients - university leaders, managers and stakeholders. in this workshop, you will learn about compelling storytelling techniques and how the message from your research can be conveyed using visual techniques.

Betty is an international keynote speaker, writer, occasional university lecturer and part-time PhD student (her research is sponsored by market research body ESOMAR) and multiple award winning researcher. She was named as one 1 of 7 women shaping the future of Market Research. She is also a social entrepreneur, improving IT skills across her local community. She is also the founder of the Young Entrepreneurs Club, an initiative that helps to nurture entrepreneurial spirit in young people.

Paul is an award-winning filmmaker, writer and director. With 15 years’ experience, he directs and edits shorts, corporate films, animations, documentaries and independent features. Paul created the short film “All Piñatas Go To Heaven”, winner at the London Lift Off Festival.


Jessica francis market research manager, Jisc

this seminar will communicate the main findings from the first major survey about students’ access to and use of digital learning tools and opportunities. With an achieved sample of 22,000 students at 74 heis, a valid picture of the sector emerges. What proportion of students have personal laptops/tablets? how many use university desktops? are we ready for the age of “bring your own device”, the death of the lrc and face-to-face lectures? What about access to and attitudes to use of online course materials? how content is the social media generation that they are developing the digital skills that employers are demanding?

Jessica is the research manager (product and improvement) at JISC. She has previously held research/insight roles at Dyson, Immediate Media and Discovery Research.



Understanding Adult Student Markets – UK and USA Insights

Becky Morehouse Vice president, stamats david roberts managing director, the knowledge partnership

trend data from surveys in the Usa provide insights into adult study motivations and preferred communication channels. a review of published Uk studies and fresh data analysis delivers understanding of why mature student numbers are under pressure and the implications for he providers.

Becky is a Vice President at Stamats the largest and long established HE marketing agency in the USA. Formerly the lead executive for research Becky has been an integral part of the Stamats team for 25 years. Her in-depth understanding of the HE marketplace and its audiences helps her create powerful data-driven research, and consult on comprehensive branding and identity solutions. She has an MSc in higher education administration from the University of Iowa and is working towards a Ph.D. in the same field.

Dave is the most experienced HE marketer in the UK, with 30 continuous years in director-level roles, initially at Nottingham Trent, then as the first CEO of Heist, and since 2004, as co-founder of The Knowledge Partnership. Over those 30 years he has advised many HEIs on name change, created the only PG course in education marketing, devised and launched the Heist Awards, co-authored academic papers, and led major studies on HE-parental engagement, the impact of rankings, the impact of rising fees on student demand, and applicant perceptions of higher education. He has led two major projects funded by HEFCE one focussed on improving the efficacy of new course development and one that led to the development of a marketing excellence framework for universities, used by HEIs internationally.


Prof nola hewitt-dundas head of Queen’s management school Belfast

this seminar draws on evidence from the first causal, econometric, analysis of the factors which lead Uk universities to introduce and withdraw undergraduate programmes. From 2006-2013 the number of Ug programmes reduced by 3,300 so what was driving this rationalisation? the session explores the impact of internationalisation, financial pressures and business engagement/income generation on the rates of programme introduction and withdrawal.

Nola is Professor of Innovation Management and Policy at Queen’s and a Senior Research Associate with the UK Enterprise Research Centre. She was previously Director of the Innovation Lab. She is a UK Thought Leader with the ESRC and Innovate UK on the development of social science and enterprise policy and a member of the Scientific Advisory Board of the European Academy on Technology and Innovation Assessment.



Beth smith market insight executive, the knowledge partnership Joey Jones senior research executive, youthsight

it is not only death and taxes we can be sure of – the number of Bame applicants for Ug study will increase year-on-year and will become an ever-growing proportion of the Ug student cohort. this seminar combines the latest enrolment data analysis with primary evidence about choice factors and motivations to deliver a rounded picture across each of the key ethnic segments.

Beth has a 1st in sociology from the University of Leeds. She worked in research roles for The Litmus Partnership, The Times Top 100 Graduate Employer Survey and the Destination of Leavers of Higher Education Survey, before joining The Knowledge Partnership in 2016.

Joey joined YouthSight in July 2017, after two years in Brand Equity and Communications market research with Hall and Partners in London. Prior to this, Joey worked at a specialist education market research agency providing evaluation services to clients like the British Council, the Independent Schools Council and Arts Council England. Joey earned a first-class honours degree in English Literature from Royal Holloway University in 2014.

Delivering Research with Institutional Impact

Becky Morehouse Vice president, stamats

90-minute workshop to build a repertoire of techniques to ensure your research does not sit on a shelf. Featuring award winning market research case studies able to demonstrate translation from findings to action and effective change. if academics are being challenged to show impact so must in house market researchers and analysts. debate how to manage projects to optimise impact. Our facilitator can add value having delivered market research for 100s of Us university clients over a 25-year career.

See conference biographical entry for more detail.



A Market Analysis of the UK Branch Campus

Laurence Lindars researcher

many Uk universities now have a london campus or a second venue in a location some distance from the main campus. do these branch campuses widen brand appeal and draw in extra students and widen participation or do they cannibalise courses on the main campus? Using enrolment analysis and mapping, online feedback from marketers and evidence from on campus interviews, the seminar will also outline the challenges that the multi campus model pose for marketer.

Laurence joined TKP in 2016 having graduated with a 1st in Geography from the University of Leeds. He is currently studying for an MA at SOAS. His interest is in the application of spatial data relating to student marketing.



Conjoint Analysis and Associated Statistical Methods

tony isaacs market research and data analytics specialist, sigdiff ltd

Learn about conjoint and other relevant techniques; how to select the right methods. Using a case study learn how to design, execute and report conjoint research studies – the trade-off method widely used in product and service design. Work through university examples of where conjoint analysis would prove most valuable.

Tony is a statistician specialising in market research and marketing analytics. After a degree in Mathematics from Cambridge University, Tony has over 30 years’ experience, initially in major marketing organisations (including Mars, Tesco and Unilever) and, more recently, at consultancies. Tony created SigDiff in 2007, focussing on advanced marketing analytics, and working in a wide range of sectors including education, healthcare, media, retail and telecoms.


Jonathan neves survey manager, higher education academy

as tuition fees have increased, so has the focus on the core educational experience – both from a student/parent and wider public perspective. in this session, you will learn about the detailed findings from the 2017 hea/hepi academic experience study, now a key barometer of student opinion. there will be an opportunity to discuss the implications for optimising the student experience. the speaker also welcomes suggestions from colleagues about the survey’s future scope and analytical outputs.

Jonathan joined the HEA in 2016, and has 18 years’ experience in the world of insights and market research. Jonathan has worked for research agencies, as well as commercial organisations including The Co-op and Learndirect. Jonathan heads up the HEA surveys and insights portfolio which includes the well-established postgraduate surveys PTES and PRES as well as the UK Engagement survey. Jonathan is a full member of the MRS.




Professor Paul wakeling department of education, University of york

in this session, we will explore the case for institutional action at pgt level, review evidence on effective strategies to widen and increase pgt student participation and consider simple practical steps your university might take to achieve this. With caps on Ug numbers remaining in parts of the Uk and demographic trends making it hard to grow Ug numbers in most english regions nearly every hei has the goal of increasing pgt numbers. But with uncertainty in international/eU markets there has been a renewed focus on home students. however, in most universities, the typical student is a full-time undergraduate, and institutional attention is often all too focused at that level. With a few exceptions, taught postgraduate study receives far less attention. however recent funding initiatives, such as heFce’s postgraduate Support Scheme(s) and new master’s loans in the home nations have begun to change that and there is recent evidence of increasing home Uk enrolments. in the context of an increasingly competitive graduate labour market and spiralling student debt, there is also strong justification for extending the widening participation agenda to postgraduate level. institutional action to widen participation at pgt level has the potential for positive spill -over and generally increased recruitment.

Prof Wakeling is a sociologist of education with a focus on higher education, especially access to postgraduate study. His work has included analyses of the relationship between social class (and other inequalities) and postgraduate study; evaluation of initiatives to widen postgraduate participation; investigation of the association between student finance and participation; and of institutional hierarchies and stratification. Before entering academia, he was a higher education administrator. He is a fellow of the HEA.

.


dr Paul swinney principal economist, centre for cities

With graduate employability high on the agenda for students, parents and governments, and integral to the teF, graduate economic migration is an important issue. this seminar will explore the migration patterns of graduates, and what cities and universities can do to improve graduate attraction and retention.

Paul is an urban economist at think tank Centre for Cities, which includes shaping and delivering the Centre’s research programme and overseeing its use of data. He has extensive media experience, including BBC Breakfast, the Today Programme and the BBC News Channel. Paul leads on the data analysis at the Centre, with the spatial development of city economies a particular research interest. He has an economics degree from Sidney Sussex College, Cambridge and a Postgraduate Certificate in Econometrics from Birkbeck College.


League Tables – how they’re constructed, how they influence and how reputation is impacted

Matt hiely rayner intelligence metrix / head of planning, kingston University Louise simpson director, the knowledge partnership

as both compiler of the guardian rankings and the senior strategic planner at kingston University london, matt is ideally placed to speak about league tables. Specifically, their development over time, their relative market influence, how they are likely to evolve and the impact of the teF on student choice and brand reputation. are universities taking their data management seriously enough in an age of kpis and metrics? in contrast Louise will draw on her series of research projects to briefly explain the various world ranking systems, their influence on students, academics and researchers, and how academic reputation now plays an increasing role in determining a university’s ranking especially for those outside the world’s elite.

Matt is the director of Intelligent Metrix, an independent consultancy specialising in measures of higher education performance and activity. It has been compiling the undergraduate and postgraduate university guides for the Guardian since 2010. Matt is also Head of Planning at Kingston University, having previously worked at Brunel and UWL.

Louise co-founded The Knowledge Partnership in 2004. She is an expert in university reputation management, with a focus on research-intensive universities. In 2014, she completed her MPhil at MBS on measuring university reputation and the impact of rankings. This informed the creation of ADMIRE the framework for evaluating university reputation. Louise is director of the W100 Reputation Network and consults widely across the UK, Europe and Japan, helping universities shape their brand messaging and strategic vision.

Using Behavioural Economics to Reveal Truths about Applicant or Student Choices

dr abigail diamond managing director, cFe research

you ask a well-crafted question that elicits a seemingly rational response. Job done. if only real life were that simple! human behaviour, character, memory and emotions are complex and your research methods need to be able to capture and account for the human condition. this workshop will introduce you to the concepts behind behavioural economics and how to apply this to the design and analysis of research on issues such as student choice, user satisfaction and brand image.

Abigail is the Managing Director of CFE Research, which provides research and evaluation services to both the public and private sectors, with a specific focus on education, employment and skills policy. A key focus of her recent work has been the application of behavioural economics to understanding student choice and she produced a UK review of the provision of information about higher education. Abigail made a leading contribution to a study to understand how and why students choose where and what to study, funded by the NUS/HEA. She is using this to underpin her chapter on behavioural approaches to understanding student choice for Routledge/SRHE.




Professor Liz thomas edge hill University, liz thomas associates

With retention being a key teF metric, strategies that stimulate learner persistence and success are ever more central. and fundamentally this is all about enhancing the student experience student engagement, affinity and belonging are key concepts for he marketers given the role of word of mouth in recruitment, and for brand building.

Professor Liz Thomas is an independent researcher and consultant for higher education. She is Director of the What works? Student retention and success change programme on behalf of the Higher Education Academy, working with Action on Access and funded by the Paul Hamlyn Foundation. She is also Professor of Higher Education at Edge Hill University and Visiting Professor of Academic Development at Staffordshire University. Liz has developed and led institutional change programmes involving 86 higher education institutions, which have resulted in changed policies, processes and practices. She is an expert member of the Teaching Excellence Framework panel. She is the author and editor of over ten books, and many journal articles, reports, briefings and practice guides. She regularly delivers keynote addresses and staff development workshops and programmes at higher education institutions in the UK and abroad.


Mel godfrey marketing course director, london southbank University

a case study that delivers both insights on how to research alumni attitudes and affinity but how also to then deploy alumni to enhance provision and build a subject brand.

Mel is the course director for the MSc Marketing programme. She teaches Brand Management, and Contemporary Marketing and is a member of the University’s Student Experience Committee. Prior to LSBU, Mel worked in the computing and data industry in product and marketing management roles. She helped launch the first public email systems available in the UK. She was the 2014 National Team Teaching Award winner from the Academy of Marketing. Her research interests include Product Portfolio Management within Higher Education Institutions and the role of children in family consumption.


Advanced Qualitative Research Techniques

sarah askew senior market research manager, the knowledge partnership

this is a workshop for delegates that have some qualitative research experience. it will focus on: designing and moderating online qualitative research, and reflections on way this approach is most relevant v traditional models. Qualitative UX research for website development, review and testing. these are challenging research tasks but are ones that feedback from universities suggest are of increasing interest and value.

Sarah is a qualitative research specialising in higher education at The Knowledge Partnership. She previously held senior research/management roles at commercial agencies Principles and McCallum Layton. As well as delivering qualitative projects for clients across the finance, FMCG, retail and medical sectors, she has been a methodological innovator, developing online approaches whilst remaining cautious about the validity of technology-driven research techniques. Sarah’s work in the past 12 months includes projects concerned with how to brand and package student services to add value to the HE offer, widening participation to elite universities, validating the proposition for a new higher education provider, and evaluating stakeholder perceptions of universities.

Online and Distance Learning – Market trends and insights from the USA, UK and Australia

david roberts managing director, the knowledge partnership Becky Morehouse Vice president, stamats kay Lipson director, online education services australia

drawing on evaluation of enrolment data, primary research findings, case studies and insights from experts in the field, this seminar provides a 360 perspective on distance education supply and demand. it will look at impact of intangibility, key market segments, international markets, financial models, choice factors, moocs, delivery models, supply and share trends and where next?



Kay is an expert in the design, delivery/pedagogy and management of online education. Previously an academic at the University of Melbourne, Monash University, and Swinburne University of Technology, including Dean of the Faculty of Higher Education. Her academic discipline area is statistics. She is a well-published textbook author and has research interests in the areas of assessment and teaching with technology.

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