We have extensive experience supporting higher education organisations and professional bodies with research that helps leadership teams better understand their audiences, strengthen their offers and make confident, evidence-led strategic decisions.
In the competitive world of higher education and professional bodies, you need to be sure you’re focusing your time and attention in the right places. It’s about targeting your sales and marketing activity towards a new (or existing) audience who would be most interested in your offering. Working towards goals that are too broad or similar to your competitors’ can result in a low return-on-investment, so it is important to draw on data based on the size and demographic of your potential students or members.
Student Segmentation
Using our purpose-built segmentation tool HuPa, we can group students and employees by similarities in what motivates them, what might stop them engaging with you, and what kind of messages and communication style they’ll respond to best.
Brand tracking
Our brand tracking will help you find out if your students or members see your business in the way you’d like them to. Using a mix of lifelogging techniques and regular consumer surveys, we explore people’s awareness of and attitudes towards both your category and specific brand.
Price and proposition testing
Our price and proposition testing gives you a clear picture of how the market will respond to your idea, which audiences are most likely to engage, and what changes might be needed to get people to buy in. Further proposition testing then helps you know how to frame the offer.
We’ll give you more accurate insights
We don’t rely on mainstream market tools, which only have an accuracy rate of around 70%. We have our own purpose-built audience analysis software, which gives us data that’s 98% accurate. So when you work with us you’ll know you’re basing high-stakes business decisions on consistent, reliable information.
We’ll keep the focus on people
While our work is firmly rooted in data and analytics, we never forget that what we’re really studying is human behaviour. Every set of numbers is designed to reveal the reality of how people think, feel, and behave, and every insight we bring to you will directly affect how your customers interact with your brand.
We’ll make it easy to take action
Our team all have in-house marketing or research experience, so we know exactly how you’ll need to apply our discoveries in your day-to-day work. Although our research is thorough, we don’t drown you in numbers. We interpret what we find and present you with strategic, practical insights you can put into action right away.
Tell us about your business
Let’s turn audience insight into confident decisions
Speak to our team about how audience segmentation, brand tracking and proposition testing can help you understand what really matters to your students or members and turn insight into measurable action.
As confidence in university falls, understanding students matters more than ever
A recent survey reported by The Guardian has highlighted just how much attitudes towards higher education have changed over the past two decades.
Why interest doesn’t always turn into demand
Positive early feedback can create a false sense of demand. While interest signals potential, it often sits at the top of the funnel. Understanding what drives real action (and where hesitation emerges) is key to turning ideas into commercially viable opportunities.
Why innovative products fail without the right audience and pricing
Innovative products rarely fail because of the idea itself. More often, success depends on aligning the right audience, clear proposition, and effective pricing. Without this alignment, even strong concepts can struggle to convert interest into real demand.
Why targeting everyone is costing you growth
Trying to appeal to everyone often leads to diluted messaging and missed opportunities. By identifying and prioritising high-value audiences, brands can focus their strategy, improve relevance, and unlock more efficient, sustainable growth.