School C is a full, waitlisted school in a major metropolitan area where there is a great deal of competition.
Summarily, the goals of the research were to understand demographic trends at play in the next several years that may impact enrollment planning. Additionally, the school wanted to understand more about the segmentation distribution of the current population and patterns in the market segmentations of families who drop out of the admission process at each point in the admission funnel.
Below is more detail about each element of the work with School C
The school wanted to know more about the psychographic qualities of the families at various points in their enrollment funnel:
- What kinds of families were interested in the school
- What kinds of families applied
- What kinds of families enrolled
- What kinds of families declined an offer of admission
We ran a psychographic profile report on the actual addresses of the individuals who fell into each funnel point. This allowed us to determine which segments were attracted to the school, which segments applied, enrolled, or declined the school. The interpretation of this data allowed the school to see patterns of engagement and tailor messaging to different segments.
The school wanted to learn more about their admission process and wanted to gather market research about impressions of the school in the outside community. To do this, they asked for our support with the deployment and interpretation of web-based surveys and asked the firm to perform phone interviews with participants who volunteered.
We supported the deployment of web-based surveys using Survey Monkey to the following groups:
- Families inquiring but not applying
- Families enrolling
- Families waitlisted
- Families denied
- Families declining
As part of the web survey, families were invited to sign up for a follow up phone interview, which we performed.
We interpreted all survey results, both web and phone.
The school wanted to know the market share they had captured in their current service area and the potential for growth in that area.
We ran data reports (details below) and interpreted the results to understand the demographic and psychographic breakdown of the service area. We also ran a psychographic report of the actual attendees currently enrolled at the school. By comparing the percentages of students at the school with the percentages of the general population, we were able to draw conclusions about segments in which the school had captured market share and where there may be room for growth or changes.
The reports ran were:
- Demographic projection snapshot of current service area
- Psychographic current snapshot of current service area
- Psychographic segmentation of current families at school
The school wanted to know the potential for growth within a specific geographical area from which they were drawing some students, but very few.
We ran data reports (details below) and interpreted results to understand the demographic and psychographic picture of the target area.
- Demographic projection snapshot of potential service area
- Psychographic current snapshot of potential service area