Initially the travel-to-study area for the new Campus was defined as part of a separate piece of postcode analysis conducted by Experian. We undertook quantitative data collection from 400 residents in the travel-to-study area using both online and street methodologies. This was accompanied by online data from 99 local businesses and 35 students from local sixth forms and colleges.
Qualitative research with businesses and desk research was undertaken by a research partner. This involved appraising key policy and strategy documents at national, regional and local level and inferring implications for the operation of the Darlington Campus. This was supplemented by ten in-depth interviews with key strategic employers in order to add additional depth.
The results of this research allowed Teesside University to better define their key target market, to identify existing and potential competition, to inform course development levels and aid the format of future marketing activity and strategy.
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