Recent UCAS research highlighted that large numbers of prospective students are using AI as a tool for their early decision making, including making comparisons between careers, subjects and universities.
However, the actual impact of this on the decisions they ultimately make is less clear and given that our recent Road to University – Next Generation project also observed that prospects are absorbing a wide range information about institutions through their use of AI, which they are not verifying, this brand new project has been designed to provide rich, focused insights uncovering the deeper implications, including what makes prospects consider an institution, or dismiss it, and what action university teams might take to future proof their marketing and communications.
Why join this project?
- Secure robust evidence to support your university’s immediate and long-term recruitment and marketing strategies
- Gain practical insights to inform effective communications with prospective undergraduate students
- Identify pitfalls common in AI-led research in decision-making and the resulting information gaps to fill
- Understand differences through demographic lenses including equity issues around AI adoption and access
What will the project explore?
The quantitative and qualitative research materials will be shaped in conjunction with the universities who choose to participate in this research project, based around the following crucial questions:
How does is work and what are the costs?
The strategic national collaborative insight costs £3,950 + VAT to participate in for universities who confirm participation by the early bird deadline of 18th September (£4,250 + VAT after that date) and includes:
- Fresh, quantitative evidence will be captured through a survey with 1,000 prospect Undergraduate Home students from Y12 and Y13
- Fresh qualitative evidence will be generated through 15 x 45-minute interviews with prospect UGs, exploring the themes which arise from the quantitative data in more depth and observing their use of AI in practice
- A smart, succinct, highly visual report, with practical recommendations to help you take practical action to future proof your marketing and communications, accompanied by a data dashboard so you can explore the data most relevant to you in more detail
- We’ll bring together participating institutions in online events to shape the project and to discuss the findings and ideas for action
The project will commence in October 2026 and complete by March 2027, so please get in touch now to arrange to talk if you’re interested to hear more about how you can join us, and the 4 universities who are already confirmed to participate.
For more information about how to join click here to email Sharon Steele, Marketing and Client Communities Director, at sharon.steele@alterline.co.uk.