In order to differentiate themselves in a highly competitive market, this university needed to understand how different segments of prospective students were making their choice and how they compared to key competitors.

Research showed that all prospective students reported it was important that the program was affordable and financial aid was available.  Accreditation, both regional and national, was also highly important to them.

In terms of the student experience, prospective candidates placed highest importance on gaining job-related experience, easy access to faculty with personalized attention, and existence of cutting- edge learning opportunities.

Prior to conducting any research, the university thought that the differences amongst competing programs were well known. However, potential students perceived very few differences between the programs. This represents a large opportunity for this university to differentiate themselves.

Important differences were discovered amongst segments of applicants, based on age, ethnicity, and the type of degree they were seeking. For example, those seeking a Bachelor Degree placed higher importance on the availability of job experience opportunities. Students between 18 and 24 years old placed higher importance on having easy access to faculty for personalized attention.