The Road to University 2022 – report now available to purchase

What are the university aspirations, decision-making & influencers amongst 14 to 18 year olds? How can you engage and support them effectively?

The pandemic has meant huge changes to the educational experiences, expectations and perceptions of young people, as well as a transformation in the way that universities have reached out to, and engaged with, prospective students. Our unique collaborative insight will continue to support an evidence-based approach to marketing and recruitment, enabling smart, effective innovation and planning.

Our previous ‘Road to University’ project (2018) sought to provide a deep understanding of the decision-making journeys and priorities of young people, from the age of 6 to 18 (you can download a free summary report here).

Why join this project?

  • Inform your undergraduate recruitment strategy and enhance the effectiveness of your marketing, communications and engagement with young people.
  • Identify opportunities for new programmes or initiatives that could better support UG decision-making journeys
  • Provide an evidence base to secure the necessary funding for new work/initiatives

What will the project explore?

The survey and online community guide 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 £3,750 + VAT to participate in and includes:

  • A quantitative survey of 1,000 Year 9,10,11,12 and 13 students
  • A two-day online research community, recruiting 38 young people from the same year groups to share their thoughts experiences and views in more depth
  • A smart, succinct, highly visual report with practical recommendation to help you engage with prospective students more effectively.
  • Demographic and widening participation differences will be highlighted where appropriate
  • We’ll contextualise the findings using our previous research with 6 to 18 year olds conducted in 2018
  • We’ll bring together participating institutions in online events to shape the project and to discuss the findings and ideas for action

In addition to joining the national project, you can also choose to add on bespoke options to tailor the research engagement even further to your own institution.

The project will complete with an online action workshop on 8th December 2022, get in touch now to arrange to talk if you’re interested to hear more.

For more information about how to join click here to email Sharon Steele, Marketing and Client Communities Director, at