Market Research

How and Why

CALEM 2016Alexandria, Virginia

Carol AslanianFounder & PresidentAslanian Market Research

Havewesaturatedtheadultmarket,orcanweincreaseourmarketshare?

Whoisourcompetition?

Front Burner Questions from Clients….

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• UniversityofCentralFlorida (26)• St.PetersburgCollege(23)• UniversityofPhoenix(18)• UniversityofSouthFlorida (18)• Hillsborough CommunityCollege(17)• SeminoleStateCollege(14)• AshfordUniversity(13)• DeVryUniversity(13)• FloridaStateUniversity(13)

• PolkStateCollege(8)• UniversityofFlorida(8)• ValenciaStateCollege(7)• ITTTech(5)• Pasco-HernandoStateCollege(4)• RasmussenUniversity(3)• St.LeoUniversity(2)• UniversityofTampa(2)

Towhatextentdoourprospectivestudentswantclassroomvs.hybridvs.onlineformats?

Front Burner Questions from Clients….

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Whatisthedemographicprofileofouradultmarket?

Front Burner Questions from Clients….

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Whichofourcurrentprogramsareinhighestdemand?Whatnewprogramsdoweneedtooffer?

Front Burner Questions from Clients….

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Whichofournicheprogramscanwemarketeffectively,andwhere?

Front Burner Questions from Clients….

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Shouldwehaveageminimumsand/orworkexperiencerequirementsforouradultprograms?

Front Burner Questions from Clients….

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Whatmarketing/outreachstrategiesworkbestinattractingadultstudentsinourservicearea?

Front Burner Questions from Clients….

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Howcanwegetstudentstoenrollinourliberalarts/generalstudiesprograms?

Front Burner Questions from Clients….

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Howfarcanwereachwithouronlineprograms?

Front Burner Questions from Clients….

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Howwelldoyouusemarketdatainyour

programandmarketingdecisions?

• Whattooffer?

• Whototarget?

• Howtoadvertise?

• ???

Examples of “Costly” Decisions Made Without Data?

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What“harddata”doyouuseindecision

making?

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• Morecompetition

• Moredemandingstudents

• Diminishingsupplyoftraditionalage students

• Increasedmarketingexpenditure

Changes Requiring Data-based Decisions?

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Data Sources………………..

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• InternalØ IRdataondemos,grades,etc.Ø EnrolledstudentsØ EarlyleaversØ AlumniØ InquirerswhodonotapplyØ ApplicantswhodonotenrollØ Faculty,admin.,etc.

• ExternalØ NCES,WICHE,SLOAN,etc.Ø EmployersØ Competitorinstitutions

WICHE – Knocking at the College Door

August2014 16

NCES-IPEDS Data CENTER

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SLOAN – Online Learning Reports

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Online College Students Annual Report

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Togetmoreofwhatyouhave

Data Sources………………..and Uses of Data

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Toattractnewpopulations

• InternalØ IRdataondemos,grades,etc.Ø EnrolledstudentsØ EarlyleaversØ AlumniØ InquirerswhodonotapplyØ ApplicantswhodonotenrollØ Faculty,admin.,etc.

• ExternalØ NCES,WICHE,SLOAN,etc.Ø EmployersØ Competitorinstitutions

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SecondaryResearchReviewofreports,datasets,otheranalyses

PrimaryResearchSurveys,focusgroups,one-on-oneinterviews

OR

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DemandAnalysis

NeedsAssessment

OR

• Idemand…andIam:ØReadyØWillingØAble

• Ineed…but”AmI:ØReady?ØWilling?ØAble?

23© Aslanian Market Research

DemandvNeed

24© Aslanian Market Research

DemandAnalysis v.

Needs Assessment

What I did v. What I would do / like to doPrimary testimony v. Secondary testimonyTransitions and triggers for learning v. Barriers to learningHard answers to hard questions v. Soft answers to soft questionsAccurate statistics v. Inflated statisticsActionable now v. Actionable????

DemandAnalysis

25© Aslanian Market Research

MONEY

NEED7

3 5I2

4 6MOTIVATION

Optimal Demand Position is #1

Where need, motivation, and financial resources meet.

Demand Theory

26© Aslanian Market Research

Questionsyoushouldknowtheanswersfor…

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Current Post-traditional Students

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• Howdidtheylearnaboutmycollegeoruniversity?

• Whatattractedthem?

• What/whereelsedidtheyconsider?

• HowdoIrecruitotherslikethem?

Inquirers Who Do Not ApplyApplicants Who Do Not Enroll

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• Howdidtheylearnaboutmycollege?

• Whatledthemtoinquire?

• Howdidwerespond?

• Whydidtheynotgofurther?

• Whatotheroptionsdidtheypursue?

Leavers

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• Whatattractedthemtomycollege?

• Howwelldidwemeettheirneeds?

• Whydidtheyleave?

• Canwegetthemback?

Alumni

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• Whateducationaftergraduation?

• Plansforgraduatestudy?

• Plansforprofessionalandcontinuingeducation?

• Opinionsaboutalmamatervs.otherproviders?

• Whataretheirpreferredschedules,format,pricing,location,etc.?

Employers

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• Whatarethemostimportanteducationandtrainingtopicstotheirorganization?

• Howimportantisongoingemployeeeducationandtraining?

• Whatmethodsofsupportingemployeeeducationdotheyengagein?(Tuitionreimbursement,onsitetraining,etc.)

• Whataretheirtuitionreimbursementpolicies?

• Whataretheirpreferredmethodsofworkingtogether?(Onsitetraining,employeereferral,etc.)

Competitor Analysis

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Whatothercollegesaredoingreflecttheirowntrialanderrorprocess…

• Whatprogramsdotheyoffer,wheredotheyofferthem,how,andatwhatprice?

• Whataretheirentrancerequirements,priorcreditacceptancepolicies,creditforlifeexperiencepolicies?

• Howdotheycomparetoyourinstitution?

Additionally,reviewwebsitelayout,tracking,andfollow-uponinquiries.

Without Research Clients Risk

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Without Research Clients Risk:

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• Expensivewrongdecisions

• Givingyourcompetitionanedge

• Relyingonpersonalexperiencesandanecdotes

• Missedopportunities

• Evidencetoconvinceothers

• Gettingthebudgetandsupplyyouneedtomeetdemand

Questions?CarolAslanianPresident&FounderAslanianMarketResearch201-377-3321caslanian@educationdynamics.comwww.aslanianmarketresearch.com

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