A few months after launching the Market Insight Service, the QS Intelligence Unit interviewed Dasha Karzunina, International Research Liaison, about its benefits for institutions around the world.
How would you describe this new service?
D.K.: The Market Insight Service is essentially a way for universities to access tailored information on a particular challenge, concern or a topic of interest to help them figure out how they should progress towards a resolution. Whilst the main element of this service is the focus groups which lead to qualitative research outcomes, we also offer surveys to provide quantitative elements and back up our findings.
What kind of topic can be covered by the focus groups?
D.K.: For example, if an institution wants to start a new programme and they want to know whether or not it will appeal to a particular group of students, we could run a focus group with students matching these criteria. This would not only allow us to see what type of program they would be interested but also to find out why they wouldn’t be interested in and what perceived barriers exist. For example, one of our clients, the University of Sydney wanted to recruit more students from India. They felt they needed to reconnect with the region and gain additional information about the motivations of Indian students. With policies and governments changing, students’ expectations get influenced and universities need to be on top of these things when trying to recruit international students. By running focus groups, we helped them understand how they and their country were positioned in the market and what current students were actually looking for. This data can help inform the marketing strategy and implement some key changes into the communication processes.