Maximising Potential From China - Report Overview and Table Of Contents
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Transcript of Maximising Potential From China - Report Overview and Table Of Contents
Maximising PG Potential From China
Understanding Postgraduates: An Overview
October 2010
• EVOLUTION has conducted qualitative research amongst Chinese students already abroad and undertaken a comprehensive survey of 1,000 mainland Chinese residents aged 16-40 years who are currently considering a post-graduate degree overseas
• This robust research provides you both an actionable segmentation framework to identify the differing needs of students from China interested in overseas postgraduate courses
• In addition to the core report, Evolution offers customised tabular output and bespoke interpretation and consultancy services
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Our Segmentation report allows senior management to gauge the attractiveness of student segments and begin to
develop winning marketing strategies
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• Our segmentation team has over 50 years of experience delivering actionable segmentation to both corporate and non-corporate clients
– Their outputs provide a basis for developing effective strategy and
better targeting marketing resources• This actionable segmentation report includes ...
– Identification of key segments of Chinese students interested in (and
qualified for) postgraduate education abroad
– Detailed profiles of each segment using our proprietary frameworks
– Day-in-the-life stories to bring each segment to life
– Robust supporting data dashboards synthesising key data into easy
to digest format
– Segmentation framework to facilitate targeting and focused
marketing activity
– Summary of strategic implications
Delivering an Actionable Segmentation
[email protected] / +44 (0) 208 906 6775
Available as 150 slide PowerPoint presentation with executive summary in Word
Launch Date: 18th October 2010
£3,500 (excluding VAT)
NB: Discount available for buying both segmentation and student journey mapping together
Table of Contents
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Slide Number
Introduction to the International Student Market
Survey Approach and Survey Sample Profile
Overview of Initial Overseas Postgraduate Choices Process
• Initial overseas postgraduate triggers
• Country consideration sets
Unconstrained & Constrained Needs for University/ Course selection
• Methodology
• Results
Financial considerations
Attitudes
Segmentation Approach
Segmentation Results
• 7 segment summary profiles
• Segment comparisons
• Private consulting/ advisory firm usage, role and satisfaction
Trigger and Information Search
• Process Satisfaction & Suggestions for Improvement
Summary
Slide Number
Segment 1 Profile
Segment 2 Profile
Segment 3 Profile
Segment 4 Profile
Segment 5 Profile
Segment 6 Profile
Segment 7 Profile
Appendix
• Authors
• About Evolution
• Terms & Conditions
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Chart/Table Title Slide Number
“China Postgrad Opportunity” Survey Sample Profile [Age, Marital Status, Gender, Living Arrangements, Children]
PGB9: Reasons for considering an overseas postgraduate course [Overall, male, female]
PGB1: Preferred postgraduate course location [Overall, male, female]
PGB32: Approach when selecting region, country, university, course [Overall, male, female]
PGB11: Countries considered [Overall, male, female]
PGB11a: 1st choice country
PGB11b: 2nd choice country
PGB11/a/b: Of countries considered, the % that are 1st choice, 2nd choice, other
PGB11a/b: Top 3 associations with 5 most commonly considered countries [Australia, USA, UK, France, Canada]
PGB20: Attractive university features
PGMAX: Most & Least likely factors considered when choosing postgraduate university/ course
PGB11a/b & PGMAX: UK associations & Most Important university/ course choice factors
PGB23: Reasons for not applying to some/ all universities considered
PGB34: Impact of financial considerations on postgraduate choices
PGB35: Sources of funding for postgraduate study
PGA1 - PGA10: Net agreement to a series of attitude statements
Segment Comparison Dashboard
PGMAX: Constrained Needs: Segment Comparison
Example included in this summary
List of Chart & Tables (1 of 3)
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Chart/Table Title Slide Number
PGMAX: 3 most important factors when choosing course/ university – by segment
PGMAX: 3 least important factors when choosing course/ university – by segment
PGMAX: Mean Statement mentions comparison – by segment
GEN1: Current education status – by segment
GEN2: Current education level – by segment
PGB1: Overseas vs. Local postgraduate consideration – by segment
PGB1A: Type of postgraduate being considered – by segment
GEN7: Educational assessments taken
PGB5:Use of private consulting/advisory firm– by segment
AGT2: Source of private consulting/ advisory firm– by segment
AGT1: Agent role – by segment
AGT3: Level of satisfaction with agent
PGB9: Most important trigger in considering overseas postgraduate degree
PGB4: How first heard about postgraduate study overseas
PGB13: Initial research sources for postgraduate studies overseas
PGB17: Areas where more information desired
PGB29: Satisfaction with enquiry and application process
PGB31: Potential areas of improvement to the process
PGB36: Main challenges in searching for and planning overseas study
List of Chart & Tables (2 of 3)
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Segment ...... Slide Number
Segment ‘day-in-the-life’ story
Segment ‘3D’ profile
Setting: Age, Marital Status, Gender, Living Arrangements, Children
Education: Current status, Current Level, Type of postgrad course considered
Trigger & Information Search: Most important factor in considering overseas postgraduate; First source of information about overseas opportunities; Initial research sources
Country Preferences: Considered, 1st choice, 2nd choice
Unconstrained Needs: Stated features of preferred universities
Constrained Needs: Trade-off exercise results to make university/ course choices
Courses & Applications: Courses applied to, Application Results
For each of the 7 segments we include ......
Selected slides from segment 3 are included in this summary
List of Chart & Tables (3 of 3)
Survey Sample Profile
Source: Evolution Research: “China PostGrad Opportunity”, June 2010
SCR3: Age (n=1000) DEM2: Marital Status (n=1000)
DEM2A: Living Arrangements (n=1000)
SCR4: Gender (n=1000)
DEM3: Children living at home (n=333)
77% of do not have any children
Age
Mean 25.8
Median 25.0
Mode 24.0
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On average potential students are considering 1.9 countries, with English speaking countries dominating
PGB11: Which countries are you considering/ would you consider when thinking about postgraduate studies overseas?
Top 10 Countries (based on total sample)
Source: Evolution Research: “China PostGrad Opportunity”, June 20109
There is some variation in perceptions of universities across the “top 5” countries, although academic reputation is a
common perception
Australia (n=268)
USA(n=219)
UK (n=113)
France (n=107)
Canada (n=73)
1st • Better academic reputations (76%)
• Better academic reputations (63%)
• Better academic reputations (57%)
• More likely to meet entry requirements (58%)
• More oppt’y to integrate with people from other cultures (49%)
2nd • More likely to meet entry requirements (70%)
• More universities higher up league tables (60%)
• Excellent university facilities (50%)
• More universities higher up league tables (52%)
• Excellent university facilities (47%)
3rd • More universities higher up league tables (63%)
• More likely to meet entry requirements (48%)
• More universities higher up league tables (47%)
• Parents more likely to approve (44%)
• Better academic reputations (46%)
PGB11a/b: Thinking about universities in your first or second choice country, which factors do you believe best characterise universities in [country]?
Source: Evolution Research: “China PostGrad Opportunity”, June 201010
Synopsis: Segment 3
Currently working while studying part-time. With his employer’s support, he wants to get a post-graduate degree abroad - from a recognised university - to boost his career and salary
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Segment Profiles
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Segment profiles include a ‘day-in-the-life’ story. This is a synopsis of key data presented in an easy-to-digest format, and as such are usually the ‘point-of-entry’ for people getting to grips with each segment
Our segment ‘3D’ is an organising framework that encapsulates the ‘who’; ‘what’; ‘when’, ‘where’ and ‘why’ of the segment. Only by understanding students setting, desired benefits and attitudes, or beliefs, can you effectively intervene to change key behaviours
Data Dashboards
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Each of the profiles is supported by 7 ‘data dashboards’ – graphically representing key data in the same format across all segments
Demographics
Education
Triggers/Sources of Information
Countries Considered
Trade-Off Analysis
‘Needs’
Courses & Application
Report Authors
A Director of Evolution, Jen has over 10 years marketing strategy consulting experience, and over 15 years
experience in finding and using customer insights. Jen was formerly an associate partner with M2C, Monitor
Company's marketing strategy practice, and most recently led Bain & Company's Client Development group.
She has a wealth of experience working across geographies, industries, and product categories, developing
actionable insights for her clients, and also creating award winning capability building programmes. While a
relatively new passion, over the past 3 years she has worked with UK educational charities and institutions
on a number of research and strategic initiatives .
A Director of Evolution, Dr David Smith's career has combined running different businesses with close
involvement with, and a passion for, the education sector. He founded and became CEO of a UK top 10
business research consultancy. He is also a Professor at the University of Hertfordshire Business School.
Prior to creating his first business, David was Course Director for the BA Business Studies Degree at the
London South Bank University. He has also held part-time, and occasional, teaching posts at leading UK
universities, and lectured at various universities around the world. David holds a PhD in Psychology from
the University of London.
Jennifer Del Carlo
David Smith
Contact
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– Email: [email protected]
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Evolution: An Introduction
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