Luke Stannett15/06/2017

Now in its third year, Revolution Viewing’s primary research programme continues to provide the higher education sector with invaluable insight into what prospective students really want and need from rich media content.

Our recent round of research (love a bit of alliteration early in the morning…) combined the methods of our first and second phases but this time we looked into the differences and similarities between prospective students from different backgrounds and year groups. We tested their reactions to, and thoughts on, a selection of videos, virtual tours and virtual open days.

Yet again, we confirmed some things that we already knew – it’s always reassuring to know that you are doing the right thing – and we uncovered plenty of new food for thought.

A summary of our findings was particularly well received at the impressive Whatuni Insights Day in April (at which we were proud flagship sponsors) and our clients all over the UK have been benefitting from this next layer of insight.

For those of you who couldn’t attend Hotcourses’ Whatuni event, or if we haven’t managed to see you in person yet, here are just a handful of general findings from this latest research phase:

  • prospective students in Year 11 were more concerned about employability and return on investment than those in Years 12 and 13
  • accommodation was a key influencing factor for all year groups and prospective students from all backgrounds
  • prospective students from widening participation backgrounds were more patient when reviewing university rich media and were more likely to be influenced by university marketing than those more privileged
  • the length of time that prospective students said they would spend watching video content varied widely depending on their position in the student recruitment cycle and the type of video they were viewing
  • authenticity of content is important but so is quality – prospective students want to feel both reassured and proud of the decisions they are making and well-crafted content is vital to universities achieving this.

As with all our research, there is a wealth of context and supporting information which helped us to draw out the above findings. If you would like to know more, please get in touch – we would love to hear from you.

And if we don’t see you before, we’ll see you all at HEIST on 13th July!

P.S. Revolution Viewing regularly tweets our research tips, so please follow us @revolutionview to keep up with emerging trends.