Universities UK (UUK), the collective voice of universities in the UK, has partnered with MediaCityUK-based research and insight consultancy, Sensu Insight, to develop an industry-first Universities Sector Tracker.
Created at a time when higher education is high on the political and public agendas, the digital tool is designed to monitor the sector’s profile, public perceptions, and the impact of key issues affecting institutions on a nationwide scale.
Acting as an expert consultant to the sector, Sensu will monitor live data analytics from emerging conversations about higher education, identifying recurring themes and trends in how universities are being perceived by the public. This valuable intelligence will help to inform institutions’ strategic decision-making processes around issues from how they engage with public and political stakeholders, to their approaches to student recruitment.
The collaboration kicked off with an initial benchmarking phase – the results of which have already influenced some of UUK’s ongoing initiatives. These include the 100 Faces – First in Family campaign, which shines a spotlight on the personal stories of 100 first-generation students and graduates, enriching the narrative around the transformative impact of higher education and social mobility.
Looking ahead, Sensu will provide regular reports and real-time monitoring of various UUK campaigns and issues of industry importance, providing in-depth insight that will enable the sector to benchmark and shape its communication efforts.
As well as servicing UUK’s needs, the data is also being made available for individual institutions to access in order to help track their own profile and impacts.
Steve Leigh, Managing Director of Sensu Insight, said: “Universities have experienced turbulence, with issues around post-pandemic catch-up, value for money, and international recruitment dominating the public agendas. The sector is answerable to a range of very different stakeholder groups, from existing and prospective students to funding partners and politicians. Understanding how the conversation is evolving from Student Unions through to Parliament will be critical when it comes to effective communications and listening.
“Providing UUK with real-time insight into perceptions of the sector as a whole, as well as an in-depth look at more specialised and localised issues, will be a game-changer when it comes to planning meaningful campaigns and making informed decisions.”
Julian Roberts, client liaison for the project, added: “With access to comprehensive data and trends, universities will be much better equipped to understand their position within the broader higher education landscape and among peer institutions. We’ll also garner a better understanding of conversations taking place and issues coming to light at a systemic level, enabling us to respond in a more informed way.
“Our partnership with Sensu Insight ensures that we have the most up-to-date information and can be responsive, making decisions that support stakeholders and, ultimately, the industry’s reputation and efficacy in turn.”
