Northumbria University wanted to strengthen student recruitment and conversion in an increasingly competitive higher education market.
As the University transitioned to a new CRM system, it needed deeper insight into the emotional and behavioural factors influencing student decision-making. The challenge was to move beyond generic recruitment messages and understand what different students needed to feel confident, engaged and ready to enrol.
Unlike traditional recruitment research focused primarily on stated preferences, we explored the motivations, concerns and aspirations shaping student choice.
Through insight groups with commuter, on-campus and international students, as well as parents, we examined how different circumstances influenced expectations, confidence and decision-making.
We identified the factors shaping students’ sense of belonging, independence, achievement and confidence throughout the recruitment journey.
The findings were translated into behavioural personas, message frameworks and practical guidance to support the University’s CRM and marketing communications.
Students need to feel that they will belong at the University, not simply understand the course or facilities available.
Students living at home can worry about missing out and need reassurance that they can still enjoy a full university experience.
Parents play an important role in building confidence and helping students evaluate their options.
Wellbeing initiatives are most effective when they are visible, accessible and easy to engage with.
The research helped Northumbria University build a more personalised student recruitment and CRM strategy based on behavioural insight rather than generic messaging.
AI allocated students to behavioural persona groups, enabling personalised communications based on their motivations and concerns.
The resulting toolkit supports communications across the recruitment journey, helping teams deliver content that feels more relevant to different student segments.
By aligning communications more closely with student motivations, the University established a clearer, evidence-based approach to engagement and conversion.
The research revealed what truly drives our students’ choices. Embedding these insights into our CRM means we now tailor messages that resonate and convert. It has transformed the way we plan and deliver student communications.
Talk to us about how behavioural science, customer experience research and customer insight can help uncover the factors shaping loyalty, engagement and decision-making.
