AN EXPERIENTIAL LEARNING PROVIDER
Education market research – The challenge
A leading US organisation wanted to conduct education market research to quantify the value and impact their learning programmes had on the life decisions and success of their alumni. Their educational programmes encourage students to experience, develop and progress their interest in specific career paths or business life skills. Alumni should leave with a clearer insight into what is required for a specific career path. In addition, they should also learn new skills that they can apply in their education or careers.
Attracting students is dependent on the benefits the education programmes offer. Identifying the proof points would allow the development of their marketing communications. However, a big challenge was that programme participants could be as young as 8 years old or 22 years +. Another was that they could have taken part in programmes over a 25 year period.
The objective of the research was to establish whether they found the programme personally valuable, and to what extent the experience had helped them achieve their academic and career goals.
A detailed online questionnaire probed into their education decisions, academic achievements, career pathways, earnings, and professional achievements. Also, with such a diverse alumni audience, a complex sample frame had to be set up.
Furthermore, to ensure robust statistical reliability, over 3,000 completed online surveys were completed, primarily among US respondents. The questionnaire was designed with advanced analytical techniques in mind and alumni were encouraged to detail personal experience through qualitative questions.