segmentation of the student survey 2012

UWE STUDENTS’ UNION STRATEGIC

PLANNING RESEARCH

Segmentation

James Oliver Account Manager

1

2

Table of contents

Summary 3 NSS question 23 around the Students’ Union 4 Main purposes of a Students’ Union 8 Involvement with the Students’ Union 15 Priorities for students 19 Awareness of the Presidents 26 Communication preferences 29

Analysis of the survey findings by sub-group of students revealed the following findings:

Undergraduate / postgraduate – Postgraduates were less likely then undergraduates to be satisfied with UWESU

and had a higher likelihood of not being involved at all. These students were looking for representation, advice and

support from the Students’ Union and their preferred way of hearing about what’s going on is through email.

Faculty – Hartpury students stood out from the other faculties as being particularly interested in representation and

hearing about events and activities at UWESU through email and Facebook.

Campus – St Matthias students had the highest level of satisfaction with the Students’ Union and the least

likelihood of not being involved at all. Frenchay students tended to be looking for support for sports clubs, networks

and societies while those at Glenside saw a key priority for the Union as being help and advice. Awareness of the

presidents was lowest at Bower Ashton.

UK / international students – Employment and volunteering opportunities, help and advice were important to

international students, while events and entertainment were given greater prominence by home students. Email

and the UWE website were seen as preferred means of finding out what’s going on by international students.

Age group – Satisfaction and involvement with UWESU declined with age. Greater importance was placed on

representation as a function of and a priority for the Students’ Union as students got older. Conversely, the same

could be said about opportunities to participate in sports, clubs and societies and to relax and socialise for younger

students.

Summary

3

NSS Q23

4

Thinking of all the services, including support, activities and academic representation provided

by the Students’ Union at your institution, to what extent do you agree that you are satisfied

with the Students’ Union?

NSS Q23

The majority of UWE students (70%) agreed that they were satisfied with the Students’ Union.

Only a relatively small proportion (9%) disagreed while a fifth neither agreed nor disagreed.

5

1% 3% 6% 20% 54% 16%

% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

% respondents

Not applicable Definitely disagree Mostly disagree Neither agree nor disagree Mostly agree Definitely agree

Undergraduate / Postgraduate

NSS Q23 – Differences between student groups (1)

Postgraduates and Glenside students were less likely to agree that they were satisfied with the

Students’ Union, while St Matthias students were more likely.

6

70 71

58 65

0

20

40

60

80

100

Foundation Undergraduate Postgraduate Other

% r

esp

on

den

ts

% students agreeing they are satisfied with UWE SU

Campus of study

71 67 66

81

0

20

40

60

80

100

Frenchay Bower Ashton Glenside St Matthias

% r

esp

on

den

ts


Age of student

NSS Q23 – Differences between student groups (2)

Older students were less likely to agree that they were satisfied with the Students’ Union.

7

74 64 62

0

20

40

60

80

100

17-21 years 22-30 years 31+ years

% r

esp

on

den

ts


MAIN PURPOSES OF A STUDENTS’ UNION

8

What do you think are the main purposes of a Students’ Union?

Main purposes of a Students’ Union

Students believed that representing them to the University was the main purpose of a Students’

Union, with 75% feeling this way. Providing opportunities for extra-curricular activities (64%) and

advice and support (61%) were also of high importance to students.

9

2%

10%

15%

21%

40%

43%

46%

49%

50%

61%

64%

75%

0% 20% 40% 60% 80% 100%

Not sure

Providing opportunities to hold elected positions

Providing shops for daily needs

Providing training and opportunities to develop as a person

Providing bars and evening entertainment

Representing students in disputes with the university

Representing the student body on the national stage e.g. Tuition Fees

Meeting everyday needs - e.g. Shop, Reception, Jobs, Food etc.

Providing a safe, comfortable place to relax and socialise

Providing advice and support on various issues affecting students

Providing opportunities to participate in sports clubs, societies andvolunteering networks

Representing student needs and opinion to the University

% respondents

Undergraduate / postgraduate – top 7 purposes of Students’ Union

Main purposes of a Students’ Union – Differences by student group (1)

For undergraduates, the main purposes of an SU were to meet everyday needs and to provide a

place for relaxation and socialising. Postgraduates were more inclined to say representation,

advice and support.

10

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Representing student needs and opinionto the University

Providing opportunities to participate insports clubs, societies and volunteering

networks

Providing advice and support on variousissues affecting students

Providing a safe, comfortable place torelax and socialise

Meeting everyday needs - e.g. Shop,Reception, Jobs, Food etc.

Representing the student body on thenational stage e.g. Tuition Fees

Representing students in disputes withthe university


Faculty - top 7 purposes of Students’ Union


Hartpury students were more likely to associate the purpose of a Students’ Union with

representation, advice and support than those in other faculties.

11

0%

10%

20%

30%

40%

50%

60%

70%

80%

Representing student needs andopinion to the University

Providing opportunities to participatein sports clubs, societies and

volunteering networks

Providing advice and support onvarious issues affecting students

Providing a safe, comfortable placeto relax and socialise


Representing the student body onthe national stage e.g. Tuition Fees

Representing students in disputeswith the university

Arts, Creative Industries and Education Business and Law

Environment and Technology Health and Life Sciences

Hartpury

Campus - top 7 purposes of Students’ Union


St Matthias and Glenside students often saw the main purposes of a Students’ Union as the

provision of space to relax and socialise while those at Bower Ashton were more likely to see

representation to the university as its main purpose.

12

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Representing student needs and opinionto the University


networks



Providing a safe, comfortable place torelax and socialise


Representing students in disputes withthe university


UK / international - top 7 purposes of Students’ Union


The main difference in the perceived purpose of a Students’ Union between UK and international

students related to providing a safe, comfortable place to relax and socialise, which could be

associated more with those from the UK.

13

0%

10%

20%

30%

40%

50%

60%

70%

80%

Representing student needs and opinion tothe University


networks


Providing a safe, comfortable place to relaxand socialise



Representing students in disputes with theuniversity

UK International

Age group - top 7 purposes of Students’ Union


Representation, advice and support were seen as the primary purposes of a Students’ Union by

those aged over 30, while younger students were more interested in being provided with

opportunities to participate in extra-curricular activities, a place to socialise and relax and having

their everyday needs met.

14

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%


Providing opportunities toparticipate in sports clubs, societies

and volunteering networks



Meeting everyday needs - e.g.Shop, Reception, Jobs, Food etc.



17-21 22-30 31+

INVOLVEMENT WITH THE STUDENTS’ UNION

15

How would you describe your level of involvement with the

Students’ Union? (Where 1=not at all involved and 5=totally

involved)

Involvement with the Students’ Union

It was uncommon for UWE students to feel like they were involved with their Students’ Union,

with 15% claiming some level of involvement. A quarter (26%) were not involved at all.

16

26% 33% 25% 12% 3%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

% respondents

Not at all involved - 1 2 3 4 Totally involved - 5

Undergraduate / postgraduate

Involvement with the Students’ Union – Differences between student groups (1)

Undergraduates and those based at St Matthias were least likely to have no involvement at all

with UWESU.

17

36 25

36 29

0

20

40

60

80

100


% r

esp

on

den

ts

% students not involved at all with UWE SU

Campus of study

25 30 29

14

0

20

40

60

80

100


% r

esp

on

den

ts


Involvement with the Students’ Union – Differences between student groups (2)

Students from the UK were more likely than their international counterparts to have no

involvement with the Students’ Union, while the proportion having no involvement was also seen

to increase by age.

18

UK / international

27 20

0

20

40

60

80

100

UK International

% r

esp

on

den

ts


Age of student

23 29

38

0

20

40

60

80

100

17-21 years 22-30 years 31+ years

% r

esp

on

den

ts


PRIORITIES FOR STUDENTS

19

What should the Students’ Union’s top three priorities be

for the year ahead?

Priorities for the Students’ Union

Top priorities for the year ahead were thought by students to be listening and responding to

needs, provision of help and advice, representation, supporting sports and societies, events and

providing employment / volunteering opportunities.

20

2%

7%

21%

22%

25%

25%

30%

31%

32%

32%

33%

35%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Other

Maximising the trading surplus to fund the services the SU runs

Working to involve students in the union and what it does

Providing social spaces

Better communication with students

Campaigning effectively on the issues that are important to students

Providing employment and volunteer opportunities

Putting on more events and live entertainment

Supporting sports clubs, networks and societies

Representing the views of students to the university

Providing help and advice to students

Listening and responding to what students want from their union

Priorities for the Students’ Union – Differences between student groups (1)

Undergraduates and foundation year students tended to see UWESU priorities as being around

providing employment opportunities, putting on events / entertainment and supporting clubs and

networks. For Postgraduates, priorities were representation, help and advice. Listening and

responding was of equal importance to undergraduates and postgraduates.

21

Undergraduate / postgraduate – top 6 priorities for UWESU

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Listening and responding to whatstudents want from their union

Providing help and advice tostudents

Representing the views ofstudents to the university

Supporting sports clubs, networksand societies

Putting on more events and liveentertainment

Providing employment andvolunteer opportunities



Hartpury students wanted UWESU to prioritise the provision of employment and volunteer

opportunities while those in the Business and Law faculty appeared to want more events and live

entertainment.

22

Faculty – top 6 priorities for UWESU

0%

5%

10%

15%

20%

25%

30%

35%

40%



Representing the views of students tothe university

Supporting sports clubs, networks andsocieties


Providing employment and volunteeropportunities



Hartpury


For Frenchay students the main priority for the Students’ Union was supporting sports clubs,

networks and societies. Glenside students wanted focus placed on help and advice.

23

Campus – top 6 priorities for UWESU

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%



Representing the views of students tothe university

Supporting sports clubs, networks andsocieties


Providing employment and volunteeropportunities



International students were more inclined to want to see employment and volunteering

opportunities prioritised in addition to help and advice. For home students, putting on events / live

entertainment and being responsive were the key priorities.

24

International / UK – top 6 priorities for UWESU

0%

5%

10%

15%

20%

25%

30%

35%

40%


Providing help and advice tostudents

Representing the views of studentsto the university

Supporting sports clubs, networksand societies


Providing employment andvolunteer opportunities

UK International


Representation, advice and support were seen as the main priorities for the oldest age group of

students (those over 30). However this was not the case for younger age groups who were more

inclined to see sports, networks and societies as well as relaxation / socialisation space and

meeting everyday needs as the priorities for UWESU.

25

Age group – top 6 priorities

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%


Providing opportunities toparticipate in sports clubs, societies

and volunteering networks



Meeting everyday needs - e.g.Shop, Reception, Jobs, Food etc.



17-21 22-30 31+

AWARENESS OF THE PRESIDENTS

26

Please indicate how much you agree or disagree with the

following statements in relation to the Presidents…

Awareness of the Presidents

Students’ awareness of the President team was generally low, with around a third (29%) knowing

who they are, a quarter (25%) understanding what their roles are, a fifth (20%) seeing them as

easy to access and around one in ten (11%) aware of their achievements.

27

35%

13%

25%

31%

34%

21%

28%

27%

20%

45%

21%

15%

9%

17%

21%

21%

2%

3%

4%

6%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

I am aware of the achievements of the Presidents this year (2237)

Presidents are easy to find / access (either in person or via socialmedia / email etc.) (2242)

I understand what the Presidents different roles are (2236)

I know who the Presidents are (2234)

% respondents

Strongly disagree Disagree Neither agree nor disagree Agree Strongly agree

Awareness of the Presidents – Differences between student groups

Students at Bower Ashton were less likely to know who the Presidents are compared to other

campuses. International students had higher awareness than those from the UK.

28

Campus of study

28 18

28 34

0

20

40

60

80

100


% r

esp

on

den

ts

% students agreeing that they know who the Presidents are

UK / international

26 36

0

20

40

60

80

100

UK International

% r

esp

on

den

ts

% students agreeing that they know who the Presidents are

COMMUNICATION PREFERENCES

29

How would you prefer to find out about Students’ Union

activities, events and offers?

Communication preferences

The most popular ways for students to say they want to be kept informed were through email

(64%) and Facebook (58%), with the UWESU website (53%) also prominent. Additionally it was

not uncommon for students to mention the university website (46%) and posters (38%).

30

1%

6%

7%

10%

11%

12%

21%

26%

29%

32%

38%

46%

53%

58%

64%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Other

Talking to union presidents

YouTube

Talking to union staff

Western Eye

HUB radio

Twitter

Flyers

Word of mouth

Banners on the union building

Posters

UWE website

UWE Students’ Union website www.uwesu.org

Facebook

Email

% respondents

Communication preferences – Differences by student group (1)

Facebook was the preferred means of hearing about UWESU by undergraduates, while email

was a stronger preference amongst foundation year and postgraduate students. Word of mouth

and flyers were also popular to the former.

31

Undergraduate / postgraduate – preferred ways of hearing about UWESU

0%

10%

20%

30%

40%

50%

60%

70%

80%

Email

Facebook

UWE SU website

UWE website

Posters


Word of mouth

Flyers



Email and Facebook were particularly popular amongst students at Hartpury.

32

Faculty - preferred ways of hearing about UWESU

0%

10%

20%

30%

40%

50%

60%

70%

80%

Email

Facebook


UWE websitePosters


Word of mouth



Hartpury


Differences in communication preferences by campus included the higher likelihood of Glenside

students wanting to hear about UWESU through email, while the same could be said about

posters for Bower Ashton students.

33

Campus - preferred ways of hearing about UWESU

0%

10%

20%

30%

40%

50%

60%

70%

80%

Email

Facebook


UWE website

Posters


Word of mouth

Flyers



The more traditional communication routes of word of mouth, banners on the Union building and

posters were more likely to be preferred by UK students than international. On the other hand,

international students were more inclined to say they preferred email and to visit the UWE

website to hear about what’s going on.

34

UK / international - preferred ways of hearing about UWESU

0%

10%

20%

30%

40%

50%

60%

70%

80%

Email

Facebook


UWE website

Posters


Word of mouth

Flyers

UK International


For younger students, flyers, word of mouth, banners and posters were still important, as was

social media.

35

Age group - preferred ways of hearing about UWESU

0%

10%

20%

30%

40%

50%

60%

70%

Email

Facebook


UWE website

Posters


Word of mouth

Flyers

17-21 22-30 31+

segmentation of the student survey 2012

Documents

glenside students

older students

frenchay students

home students

younger students

majority of uwe students

subgroup of students

faculty hartpury students