Actively participating in the facilitation of both qualitative and quantitative consumer research, I have collaborated with third-party agencies to outline objectives, develop discussion guides, determine target participant demographics, evaluate and screen potential participants, provide live support and feedback in-session, and report findings with recommended strategy to senior executives.
I value opportunities to conduct research to uncover perceptions and insights from our target consumer audiences. These perception study findings aid in understanding target audience behavior, competitor analysis, industry trends, and impact the development of audience personas and marketing messaging.
Non-Traditional Student
Focus Group Study (2024)
EXECUTIVE SUMMARY
The study aimed to gain deeper insights into the experiences, expectations, and barriers faced by non-traditional students, both enrolled and prospective, to facilitate the creation of more effective support systems and engagement strategies. The research involved two online focus groups: one with currently enrolled non-traditional students and another with prospective non-traditional students. Participants represented diverse demographics, educational backgrounds, and personal circumstances.
FINDINGS
Non-traditional students often have complex, non-linear educational journeys influenced by various life events, financial constraints, and personal responsibilities.
The decision to pursue higher education is driven by a desire for career advancement, increased earning potential, and personal growth.
Participants value the flexibility and convenience of online learning options but also appreciate the opportunity for in-person support and engagement.
Cost, program duration, and the ability to balance education with work and family responsibilities are the most critical factors in the decision-making process.
Participants expressed a need for more personalized guidance and support, particularly before enrollment, to help them navigate the complex landscape of higher education.
KEY TAKEAWAYS
Enhance pre-enrollment advising: Develop a pre-enrollment advising program to provide personalized guidance to support prospective non-traditional students, offering multiple channels including in-person, phone, email, and chat.
Improve clarity and accessibility of information: Review website content and materials to ensure information is clear and easy to find, develop an online resource hub, especially for non-traditional students.
Expand flexible learning options and support services: Increase online, hybrid, and accelerated course options for greater flexibility and develop support services tailored to non-traditional students' needs.
Foster a sense of community and belonging: Create spaces and programs for non-traditional students to connect, providing resources for faculty and staff to understand and support non-traditional students.
Strengthen partnerships and pathways: Enhance existing partnerships with employers, community organizations, and other institutions, while forging new ones. Develop clear information about transfer agreements and credit policies while exploring customized programs for non-traditional student populations.
Continue targeted marketing and outreach: Consider developing current marketing strategy focused on targeting non-traditional students, using refresh ed data from research and campaign results to identify and engage prospective non-traditional students.
Prospective Student
Perception Survey Study (2023)
EXECUTIVE SUMMARY
The study aimed to identify motivators and influencers of prospective students for college programs, capture perceptions and awareness (unaided and aided) of the college brand, identify competitive landscape, and test marketing messaging and creative effectiveness. The study involved an online survey of over 600 participants representing diverse demographics, educational backgrounds, and personal circumstances.
FINDINGS
Market overview: A healthy number of consumers are considering enrollment and are likely to begin taking coursework in the near future:
• 71% have teenagers/young adults in their household considering enrollment in a certification or college degree program in the next five years
• 93% very/somewhat likely to take coursework for a certification/degree in the next two years
Consumer behavior:
Among those who are likely to take coursework toward a certification or degree within in the next two years, the top areas of interest are:
• Career certifications (21%)
• Associate degrees (13%)
• Bachelor’s degrees (13%)
• Technical programs (12%)
Top digital resources consumers use to inform their decision if interested in taking coursework toward a certification or degree:
• College/university websites (39%)
• Internet search (38%)
• Social media (19%)
Key benefits: Top importance attributes among perspective students include:
• Affordability/Total out-of-pocket program cost
• Acquisition of real world marketable skills
• Quality professors with advanced degrees
• Availability of online courses
• Course credits are transferable
Brand awareness: Seminole State College performs well in all brand awareness metrics:
• #3 unaided awareness ranking
• 83% aided awareness
• 87% familiarity
KEY TAKEAWAYS
Generate brand awareness at both the top and bottom of the purchase funnel: Grow the brand’s top-of-mind share to trigger brand recall when consumers are considering their advanced degree options.
Consider consumer behavior for college information: Curate media messaging to appeal to various target audience groups, from prospective traditional to non-traditional students. Focus efforts on highlighting degree and certification offerings and ensure all institution information on college website, online directories, and social media is clear and correct.
Leverage consideration with messaging that connects needs with key benefits: Seminole State College has the biggest opportunity to generate enrollment by increasing messaging focused on affordability, real-world marketable skills, online courses, and transferable credits. Reinforce strong brand associations by including the attributes of importance in all marketing messaging.