tkp-market-insight-conference-programme-2017

University Market insight ConferenCe and awards 2017 incorporating the market research skills academy 21-22 November 2017 doubletree hilton, leeds he Market research forum... david rob

University Market

insight ConferenCe

and awards 2017

incorporating the market

research skills academy

21-22 November 2017

doubletree hilton, leeds

he Market research forum

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 roberts

conference chair, managing director, the knowledge partnership

Welcome to leeds:

a northern higher education powerhouse

www.theknowledgepartnership.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

www.theknowledgepartnership.com | 05

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 Morehouse

Vice president, stamats

Alison Jones

chair of hespa

Ad de Jong

professor of marketing, aston Business school

Sarah Askew

senior 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

IONA/KERRERA MULL RUM - TIREE

4.00

Workshop 2

Delivering Research with

Institutional Impact

Becky Morehouse

Vice president, stamats

Seminar 5

Mapping the Student Digital Experience

Jessica Francis

market research manager, Jisc

Seminar 6

A Market Analysis of the

UK Branch Campus

Laurence Lindars

researcher

4.45

Seminar 7

What Drives Innovation in

UG Course Development?

Prof Nola hewitt-Dundas

head of Queen’s management school Belfast

Seminar 8

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

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 DINNERSponsored by The Knowledge Partnership

Brasserie Blanc

The 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

Tharavadu

Tharavadu 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

IONA/KERRERA MULL RUM - TIREE

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

The PGT Market:

Insights to Support Recruitment and WP

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

11.30 BREAK - refreshments and exhibition

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

www.theknowledgepartnership.com | 09

IONA/KERRERA MULL RUM - TIREE

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

The Great British Brain Drain: Where graduates move and why

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

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

3.15 BREAK - refreshments and exhibition

IONA/KERRERA MULL RUM - TIREE

3.30

Workshop 5

Advanced Qualitative

Research Techniques

Sarah Askew

senior market

research manager,

the knowledge partnership

Seminar 17

The Student Academic Experience – Key Issues and Trends

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

More than just a Pretty Face:

Researching alumni to build your brand

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

Conference Speaker Profiles | Day 1