Mastering Market Research in Higher Education

About the Episode: Jamie Boggs and Timothy Davis welcome Steven Fischer from Education Dynamics for a deep dive into the complexities of market research in higher education. Steven shares his expertise on research methodologies that help institutions make informed decisions to better meet student needs. From discussing the importance of sample sizes and survey incentives to exploring the nuances of data collection, this episode takes you behind the scenes of higher ed research.

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Key Takeaways

• Evolving Survey Methodologies: Online surveys and randomized sampling ensure accuracy despite challenges like declining landline use and survey fatigue.
• Microcredentials on the Rise: Certificate programs have grown significantly, now comprising 20-30% of the market, reflecting student demand for quick, cost-effective credentials.
• Students’ Decision Timelines Are Shorter: Prospective students are making enrollment decisions in weeks, with smaller consideration sets of 1-2 schools.
• Flexibility in Enrollment Choices: Over 60% of students are willing to enroll at out-of-state or remote institutions if they offer the right program.
• Post-Pandemic Shifts in Online Learning: Online education is now mainstream, with increased acceptance across demographics and a growing number of institutions offering flexible options.

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Episode Summary

How Does Education Dynamics Conduct Its Research?

Steven provided an in-depth look at Education Dynamics' research process. Surveys are conducted online via long-term partnerships with panel providers who supply vetted and incentivized respondents. To ensure quality, the organization employs:

• Randomized lists to reduce bias.
• Mandatory open-ended responses to detect fraudulent entries.
• Screening questions to confirm participant qualifications.

This multi-layered approach enables confidence intervals of ±3% at a 99% confidence level, an industry-standard for accuracy.

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What Drives the Growth of Certificate Programs?

Certificate programs, once considered niche, now account for a significant portion of enrollment at both undergraduate (20%) and graduate (30%) levels. Their appeal lies in:

• Affordability: Lower costs compared to degree programs.
• Speed: Fast tracks to credentials for immediate career impact.
• Employer Recognition: Certificates have gained acceptance in many fields, particularly in technology and healthcare.

Steven noted that this aligns with trends in the National Student Clearinghouse data, which reports a decline in degree enrollments but steady growth in certificates.

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How Quickly Are Students Making Enrollment Decisions?

Today’s prospective students are making decisions at record speeds, often within weeks. Key insights include:

• Smaller Consideration Sets: Students are researching fewer schools (1-2) than in previous years (3-4).
• Pre-Enrollment Engagement: Targeted advertising and early information-sharing shape decisions before the formal search begins.
• High Demand for Speed: Students expect quick responses from institutions and the ability to start courses shortly after enrollment.

This highlights the need for institutions to refine their outreach strategies and streamline application processes.

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How Has the Pandemic Changed Survey and Enrollment Practices?

Steven shared how the pandemic reshaped survey methodologies and student behavior:

• Survey Accessibility: Declining landline usage and increased reliance on digital surveys reflect the shift in communication trends.
• Broad Acceptance of Online Learning: The forced adoption of remote education during COVID-19 has normalized online degrees and certificates, allowing students to look beyond local institutions for the best program fit.

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What Role Do Research Reports Play in Strategic Decision-Making?

Education Dynamics publishes annual reports like the Online College Students Report and the E-Learning Index, which provide institutions with:

• Regional and National Trends: Data on high-demand fields like technology and healthcare.
• Workplace Fit Analysis: Insights into how education programs align with workforce needs.
• Actionable Insights: Guidance on program development, marketing strategies, and enrollment management.

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Connect With Our Co-Hosts:

Jamie Boggs
https://www.linkedin.com/in/jamiewboggs/

Timothy Davis
https://www.linkedin.com/in/davis-timothy/

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About The Enrollify Podcast Network: The EduData Podcast is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too!  

Some of our favorites include Generation AI and The Higher Ed Geek.

Enrollify is made possible by Element451 —  the next-generation AI student engagement platform helping institutions create meaningful and personalized interactions with students. Learn more at element451.com. 

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Connect with Us at the Engage Summit: Exciting news — Jamie and Timothy will be at the 2024 Engage Summit in Raleigh, NC, on June 25 and 26, and we’d love to meet you there! Sessions will focus on cutting-edge AI applications that are reshaping student outreach, enhancing staff productivity, and offering deep insights into ROI. 

Use the discount code Enrollify50 at checkout, and you can register for just $200.

Learn more and register at engage.element451.com — we can’t wait to see you there!