How to Connect With Your Best Student Prospects: Saying the Right Things, to the Right Students, in the Right Media
Most market segmentation in prior academic research on higher education has been largely based on demographic variables, providing a limited view of potential targeting opportunities. This research employs psychographic measures to differentiate segments based on intangible characteristics such as attitudes, interests, lifestyles, and values, delivering richer insights into student motivations. Results from a survey of over 1,000 students revealed six distinct student segments, each with identifiable differentiating characteristics. The media and information preferences of each student segment are also evaluated, providing guidance for higher education media planning. Psychographic segmentation enables greater understanding of students, more precisely tailored media mixes, and more effective marketing communications efforts.
& Munch, J. M.
(2020). How to Connect With Your Best Student Prospects: Saying the Right Things, to the Right Students, in the Right Media. Journal of Marketing Communications, 26 (4), 434-453.