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City University

Understanding postgraduate decliners

The brief

City, University of London were keen to run an online survey with prospective students who had declined their 2016 postgraduate offers. The research set out to understand reasons for declining, as well as satisfaction levels with the application process in order to provide background for new recruitment strategies in 2017. City commissioned Shift Learning to produce timely, relevant and useful reports at a course, school and university level.

Our approach and methodology

A quantitative eSurvey was developed in collaboration with City to help understand the profile of decliners. Survey responses were regularly monitored using Snap Webhost software.

For each bespoke report, Shift Learning provided a university-level benchmark, as well as the following information at course and school level:

  • Key demographics, e.g. gender, age, country of origin, current residence, postcode analysis and fee status.
  • Reasons for declining.
  • Current PG study plans.
  • Key competitors, e.g. alternative university and course choices.
  • Experience of the application process, e.g. satisfaction levels.
Delivering results and value to our client

Shift produced a set of 35 PDF reports in a short turnaround time to inform strategy at course and university level. Raw data and Q analysis software files were shared with the client to allow for further exploration of the data.