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RECENT INSIGHTS

Degrees of Difficulty: Looking at Online College Personas blog image

Degrees of Difficulty: Looking at Online College Personas

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Understanding online degree-seekers We recently conducted a research study of student personas for a leading, nonprofit, online college headquartered in the northeast (formerly part of the SUNY system). The results reveal 8 distinct types of online students (which scale up to larger groups of potential students), each with differentiating life challenges and personal characteristics. While […]

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Waste in Marketing blog image

Waste in Marketing

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Marketers wake up to the pain of misspent resources A really disturbing recent study of 1000+ EU marketers reported that, on average, they waste 26% of their annual budget on “the wrong channels or strategies.” In other words, more than a quarter of their budget is gone and unrecoverable. In four years time, an entire […]

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Let the students speak: How schools can crowd source their brand blog image

Let the students speak: How schools can crowd source their brand

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Academic brands: Stuck in Sloganville Academic brand messages usually take one of a few approaches. One is a recitation of institutional values – “Courage. Honor. Confidence. Conviction. Integrity.” Sometimes they’re accompanied by a motto that’s marinated in Latin. Snore. The other method is to concoct a single slogan, either rooted in research, or cooked up by an […]

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Facebook agrees: Quality > Quantity blog image

Facebook agrees: Quality > Quantity

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It’s as if Facebook listened to a focus group of marketers complaining about ad targeting: “It’s getting brutal….social makes it harder, not easier….my dollars are already stretched too thin….how can I be sure I’m reaching the right people….and how do I know I’m spending in the right places?” And then, Facebook looked deeply into its […]

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WHAT SCHOOL DO YOU DRIVE? blog image

WHAT SCHOOL DO YOU DRIVE?

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Price, performance, and perception. In our experience, those are the 3 criteria on which learning institutions are evaluated – by students, parents, consultants, counselors, and, well, everyone. To take our hypothesis out for a spin to see how it corners, we asked two panels of 12 undergrads – all majoring in Advertising and PR – […]

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