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.
How we help
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.
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.
Case Study: The Institute of Directors Membership Offering
We helped The Institute of Directors reshape their membership offering to grow their business and attract new members. They’d devised three membership packages and needed our price and proposition testing to discover how attractive these different membership options were, and whether they needed refining.
Our insights: How to increase student enrolment with segmentation
Student segmentation is a powerful way to get the insights you need, since it allows you to group audiences according to their pain points or unmet needs, rather than simple demographics. Here we’ll explain some strategies for increasing student enrolment, using segmentation to drive success.
Companies we’ve helped grow
WHY WORK WITH US?
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.