Higher Education Market Research

We help develop effective strategies to navigate rapid changes in higher education with confidence.

Escalating tuition costs and increasing student loan debt have caused many students and parents to question the value proposition of a college education. And employers say students are graduating unprepared to join the workforce. For schools seeking to differentiate themselves at a time of declining enrollment, it is critical to understand their perceptions and priorities.

Higher education begins and ends with the student. Regardless of your role as administrator at a college or university, it is critical to understand the entire path a student takes from preliminary research through consideration, to graduation and beyond, to their chosen career, and as an engaged alumnus. We identify, catalogue, and assess every touchpoint of the entire student journey and to develop strategies to keep students engaged at every stage of the process.

Our experienced team of higher education researchers and strategists have assembled research approaches to address the most important issues in the field and have created new education-specific studies unavailable anywhere else.


Evaluate new course offerings.

Higher educational institutions have long been faced with the risk of spending significant funds and resources designing courses and programs that may not be successful due to lack of demand, improper pricing, or other reasons. And there is a growing need for standard assessments as states begin to require public institutions to provide tuition models to justify new offerings.

Our proven methodology, which has been adopted by the largest public university system in the country, determines whether there is sufficient demand for a new course or program to be successful. It also provides you with a competitive context by measuring awareness and perceived reputation of competing programs and competitor institutions, and recommendations on whether to move forward, and at what price.

We have decades of experience conducting secondary, qualitative, and quantitative studies for 4-year colleges and universities, 2-year community colleges, regional and national associations, private sector companies involved in higher education, and preparatory high school systems. We’ve listened to parents and students tell us what’s important to them, and spoken to faculty and college administrators about how to increase enrollment, and have interviewed business leaders to understand the skills they require in the workplace today.

  • We project demand for a course or program. We use discount weights to arrive at realistic and actionable estimates.

  • We recommend an optimal pricing that will yield the maximum number of students.

  • Based on a concept description, we delve deeply into what prospective students like and don’t like about the proposed course or program.

  • We provide feedback on the delivery method most appropriate for the course or program: traditional, online, or hybrid.

  • We pinpoint who your competitors are and what their market perception is, in areas such as reputation, quality of programs and faculty, value for the money, career placement and advancement programs, and preparation for leadership positions.

  • We uncover the reasons why prospective students may hesitate to apply and test messages constructed to overcome these perceived barriers.

  • We supplement our survey work by talking with business leaders and educational thought leaders to identify “workforce gaps” so colleges and universities can better align programming with needed skills.


Find hidden opportunities and marketplace competition.

Our researchers have the ability to gather, analyze, and synthesize information to help colleges and universities make sure that what they are offering to students meets their needs both today and in the future. We can help align the current curriculum with workforce development trends and create strategies to develop new schools, campuses, and academic or research centers. By discovering best practices of peer institutions, we identify actionable trends that keep you ahead of competitor institutions.

We identify new and innovative academic programming using a broad range of data sources and supplement our research by talking with business leaders and educational thought leaders to identify “workforce gaps” so colleges and universities can better align programming with needed skills.


Keep your brand fresh.

Campos helps established brands respond to change and make upgrades without having to completely re-brand or lose their recognized identities. We leverage insights from past research to conduct newly “refreshed” perceptual research with key audiences to measure the relevancy and effectiveness of a college’s current brand strategy. We then recommend updates to brand platform, including positioning statement, taglines, brand essence, personas, logo, slogan, visual identify, content marketing, and messaging.


How Can We Help Your Institution?

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