London Business School user research
Oct 2011 to Dec 2011
Where: Reading Room
The LBS has traditionally based its marketing strategy around selling courses. It wanted to explore different approaches and understand if their competitors were doing anything different.
Senior stakeholder Presentation
Actions I took
Designed a mystery shopping exercise to compare LBS enquiry handling process with competitor schools.
Ran a competitive review of competitor websites.
Reviewed customer service data.
Conducted telephone interviews with a mixture of candidates to better understand their behaviours.
A much improved understanding within the LBS marketing team of the aspirations and motivations of their potential students. In particular, an appreciation of how students could develop brand awareness and loyalty to a business school years before actually applying for a course.