Market Research and Insight

The Market Insight team helps Exeter to make informed decisions by understanding the wants and needs of our key audiences, stakeholders, customers, and markets.

The team utilises a range of data resources as well as qualitative and quantitative research methods to reflect audience preferences, behaviour and competitor positioning.

Our outputs form a strong foundation for informed decision-making, ensuring that Exeter’s strategies, plans and decisions are based on the evolving feedback of our audiences and reflects market adjustments over time.

How we work

We have expertise in both quantitative and qualitative methods. We typically use quantitative methodologies, like surveys, to generate reliable data sets where we need robust numbers to be confident in our findings. We use qualitative approaches such as focus groups to answer more complex research questions and gain in-depth understanding of issues. We also make use of extensive secondary data sources, such as UCAS and HESA to conduct desk research, helping the University to understand the make-up of it’s audiences and the market.

Some of the work we are involved in:

• New programme development & portfolio reviews
• Brand and reputation monitoring
• Student recruitment and marketing feedback and analysis
• Forecasting of demand and student numbers
• Labour market and skills analysis
• Market data analysis & visualisation

Who we are