3 Ways Higher Education Can Use Market Research

Higher education institutions need data-driven insights to make strategic decisions in an evolving educational environment. Market research provides valuable tools for understanding potential students, evaluating market dynamics, and developing growth strategies. Drawing from MDRG's experience in this space, here are three ways higher education can leverage market research.

The Evolving Landscape of Higher Education 

Higher education is evolving rapidly, driven mainly by changing demographics, technological advancements, and student expectations.

Traditional, on-campus, full-time programs are no longer the default choice for many prospective students. Hybrid and online learning options are becoming increasingly popular, appealing to working professionals and non-traditional students seeking flexibility.  

Additionally, there's a growing emphasis on career outcomes, ROI, and practical skills, making program relevance more critical than ever.

56% of U.S. teens say real-world, on-the-job experience is more beneficial than obtaining a college degree.

How can higher ed institutions show their value to this demographic? Understanding these trends through market research allows institutions to continue growth trajectories as conditions change.

As institutions strive to remain competitive and relevant, they need strategic insights to guide their decisions. Market research provides valuable data and a deeper understanding that can drive program innovation, enhance student recruitment, and build stronger connections with prospective students.

Below, we explore three proven research strategies that higher education institutions can leverage to stay ahead of the competition.

3 Proven Research Strategies for Higher Ed: 

1. Market Sizing 

Understanding the size of a potential market is essential when exploring new program formats or expanding into new regions.

For example, we can use quantitative research to assess the market for a new program design, identify the scope of interest, and determine the market potential.

This approach allows for data-informed decisions about program development, ensuring resources are invested in strategies with the highest ROI.

2. Brand Tracking  

Regular brand tracking helps institutions measure awareness, perception, and sentiment toward their brand over time.

By exploring how current and prospective students perceive the value of an institution's brand and comparing it against competitive institutions, MDRG can provide insights that allow institutions to strengthen their market position.

Tracking brand health helps institutions understand what sets them apart and adjust messaging to better resonate with students.

3. Qualitative Research 

Exploring motivations and barriers to higher education uncovers the deeper emotional factors influencing students' decisions.

Through focus groups and interviews, MDRG can gather insights into what drives students to choose specific program formats—in-person, online, or hybrid—and what prevents them from enrolling. These nuanced insights help institutions address concerns, refine program offerings, and improve student outreach.

The Road Ahead

By integrating methodologies like market sizing, brand tracking, and qualitative research, higher education institutions can gain an understanding of their audiences, the competitive landscape, and evolving markets.  

Effective market research can be a cornerstone of institutional growth and innovation, from identifying whitespace and refining messaging to uncovering the motivations behind student choices.  

Partnering with a market research expert like MDRG can help your institution navigate complex challenges, leverage data-driven insights, and optimize strategies to stay ahead in a competitive higher education environment. 

Want to learn more?

Download the complete case study about how Tulane University leveraged market research.  

Contact MDRG today to see how we can support your institution's growth and strategic goals.