I Want Something Different

Agencies Involved

To gain a deeper understanding of what it’s like to try and pick a college today, we started a focus group called Upinion. With their help we investigated the behaviors, expectations and needs of 16- to 20-year-olds trying to figure out what they want to be when they grow up. We wanted to know more about their perceptions of different colleges and higher education in general, how they find information, what they feel is missing to get them inspired, and finally what’s needed for them to make a decision. This insights analysis became an important complement to the other interviews, reports and target group analyses. The outcome of the Upinion group also gave us a slew of ideas for creative solutions.